Product Brand I18N:                    Transforming cultural challenges                            into communal channelsT...
This is a roller coaster ride throughpains & gains in pre-natal productdev. for new market entry:• Climb up contextual, fu...
Product Internationalization = feels native
Weave I18N into your brand fabricCause | Brand identity & creative teams are typicallyUS-centric & isolated from the i18n/...
We’ll explore 5 key questions:1. Why localize products and campaigns?2. How do we reconcile Global vs. Local models?3. Wha...
1.   Why localize products and campaigns?2.   How do we reconcile Global vs. Local models?3.   What are the ingredients ba...
What’s your objective?• Expand your brand’s footprint worldwide.• Increase global users.• Reap ROI.
No, really, what’s your objective?CONNECTION.CROSS-CULTURAL.Make a meaningful & memorable connection between product/brand...
People are wired differently.More so people from different cultures.We’re triggered by differentassociation paths,collecti...
Tell to Sell: How you get there depends on howwell you tell your brand story, make it relevant.Your message needs to Click...
1. Why localize products and campaigns?2. How do we reconcile Global vs. Local models?3. What are the ingredients baking a...
Global vs. Local considerations• Regional vs. HQ authoring, budget, marketing and  management.• Corporate identity and mes...
Global• One size fits all.• Globe-trotter concept, one that travels well.• HQ-centralized budget, content authoring, manag...
Every company wants its brand to get bigger.The tricky part is balancing what the brand is with a visionof what it would l...
Local• The secret hand shake, the private joke, understood and  appreciated only regionally.• Cinderella-slipper-fitted ca...
Hybrid solution: Think local, act globalReconciling business principles & product quality standards
GlocalProcter & Gamble    Operation sites spread out across the globe.    Strategy is to centralize company overhead    ma...
1.   Why internationalize products and campaigns?2.   How do we reconcile Global vs. Local models?3.   What are the ingred...
Form follows function: Design product features& functionality relevant for local need.Hooked on hand-heldsDesigning a mobi...
Mobile UI/UX localization hurdlesRemember: your strings are your ground agent, interfacing directly with the user!Avoid st...
Product shape shifts saleThe feminine contour of Coca Cola glass bottles disturbsOrthodox consumers in Israel.
Barbie shuts shop in ShanghaiWas product culturally catered for locale?
Adapt product portfolio to please local palate • Bistrone in Japan | Cola’s soup in a can on the go. • Kuat in Brazil | ca...
Adapt product to locale wants & needsLaunch in China: affordable to fit• Levi Strauss & Co. launches dENiZEN• General Moto...
Go Global logos: what makes ‘em great?• We are bombarded by 6,000 logos daily, all trying to  communicate their unique, en...
No-Name | Text-less logosA picture’s worth a thousand words.
Chalk the change up to thecompany’s Go Global campaignIn early Jan., 2011 Starbucks announced itwould be removing the word...
à la mod(ular)!As simple as possible. But not simpler.• Simple, classic, modular logos are easy to remember,  playfully im...
Gist it: Connect to universal principals• TOYOTA: Trust• NIKE: Victorious, Fluid & Fast• BMW: Spinning Classic Elegance• P...
Fond of fontNUDESimple. Clean.Transforming letters into visual concepts.• Minimal, readable text.• No more than 2 font typ...
Color-choice: Ensure your brand paints the right picture• Color is the first                      impression a  package or...
Color connotations               Positive/                          Negative/RED            Neutral                       ...
Color connotationsGREEN           Positive/         Negative/                Neutral           SensitiveEurope/North    En...
Color connotationsWHITE                Positive/              Negative/                     Neutral                Sensiti...
Color conflictFrance Telecom mobile & Internet subsidiaries “The Future’s Bright – the Future’s Orange.”  Or is it “The Fu...
Brand name evaluationA. Available nameB. Positive/neutral associationC. Easily pronounceableD. Name safe Conduct a "name s...
Available nameThis lady is called forCorona becomes Coronita
Negative connotation  • “Oness” for security … ?  • “Dreck” → “Dreft”  • “Barf” for soap …. ?  • “Sweat” for drink … ?
Easily pronounceableBrand name landmines: Pronunciation trap• Coca-Cola = "bite the wax tadpole“ in China• Google = Gu Ge ...
Memorable taglines: Clear & Compact• Nike: JUST DO IT• IBM: THINK• Yahoo!: It’s You!• Sony: make. believe.• Heinz: Grown N...
Culturally catered icons Is iT “Twit” in other cultures too?Make sure your brand identity & visual messaging areculturally...
Get into it. Intuitively.Use of metaphor to trigger subconsciousemotional thought that guides our action
Ties that bindProduce emotional branding that bridges cultural gaps.Key concepts that impact 70% of customers’ sale choice...
So…, what’s the moral of the story?                    CONNECT• Trigger mutual understanding between brand & consumer.• Si...
1. Why internationalize products and campaigns?2. How do we reconcile Global vs. Local models?3. What are the ingredients ...
5. How do we strategize glocally?• Define specs• Modify product/services to attract segmented groups  in local market• Syn...
Localize. Globally.
Q&A      Talia Baruch/CopyousInternationalization & Localization          setup & support       talia@copyous.com        w...
Upcoming SlideShare
Loading in …5
×

Product Brand Culturalization

2,933 views

Published on

Cultural adaptation: Gains & pains in the pre-natal product dev. for new market entry.

  • Be the first to comment

Product Brand Culturalization

  1. 1. Product Brand I18N: Transforming cultural challenges into communal channelsTalia Baruch. Founder, Glocalization StrategistCopyous: Localization program development & managementtalia@copyous.comwww.copyous.com415.722.6744
  2. 2. This is a roller coaster ride throughpains & gains in pre-natal productdev. for new market entry:• Climb up contextual, functional & visual hurdles.• Dive into locale-tailored branding.• Resurface for a quick peek into glocal strategy.
  3. 3. Product Internationalization = feels native
  4. 4. Weave I18N into your brand fabricCause | Brand identity & creative teams are typicallyUS-centric & isolated from the i18n/l10n planning.Effect | Brand messaging hits (local) target, But loses impact overseas. Misses target (market).
  5. 5. We’ll explore 5 key questions:1. Why localize products and campaigns?2. How do we reconcile Global vs. Local models?3. What are the ingredients baking a winner brand?4. How do we strategize glocally?
  6. 6. 1. Why localize products and campaigns?2. How do we reconcile Global vs. Local models?3. What are the ingredients baking a winner brand?4. How do we strategize glocally?
  7. 7. What’s your objective?• Expand your brand’s footprint worldwide.• Increase global users.• Reap ROI.
  8. 8. No, really, what’s your objective?CONNECTION.CROSS-CULTURAL.Make a meaningful & memorable connection between product/brand and user/consumer. Worldwide.
  9. 9. People are wired differently.More so people from different cultures.We’re triggered by differentassociation paths,collective memories,stories & histories.
  10. 10. Tell to Sell: How you get there depends on howwell you tell your brand story, make it relevant.Your message needs to Click & Connect Hit home Fit in
  11. 11. 1. Why localize products and campaigns?2. How do we reconcile Global vs. Local models?3. What are the ingredients baking a winner brand?4. How do we strategize glocally?
  12. 12. Global vs. Local considerations• Regional vs. HQ authoring, budget, marketing and management.• Corporate identity and messaging.• Principals: central One message/One voice/One world vs. decentral/regional.
  13. 13. Global• One size fits all.• Globe-trotter concept, one that travels well.• HQ-centralized budget, content authoring, management and workflow: cost/time-to-market efficiency.
  14. 14. Every company wants its brand to get bigger.The tricky part is balancing what the brand is with a visionof what it would like to be.
  15. 15. Local• The secret hand shake, the private joke, understood and appreciated only regionally.• Cinderella-slipper-fitted campaigns specifically addressed to target market audience.• Decentralized (regional) production, budgets & management: cost/time inefficiencies.
  16. 16. Hybrid solution: Think local, act globalReconciling business principles & product quality standards
  17. 17. GlocalProcter & Gamble Operation sites spread out across the globe. Strategy is to centralize company overhead management globally (for cost-efficiency) and handle product delivery and marketing locally.
  18. 18. 1. Why internationalize products and campaigns?2. How do we reconcile Global vs. Local models?3. What are the ingredients baking a winner brand?4. How do we strategize glocally?
  19. 19. Form follows function: Design product features& functionality relevant for local need.Hooked on hand-heldsDesigning a mobile device for Japan?Don’t forget to add on a hook-up for gadgets!
  20. 20. Mobile UI/UX localization hurdlesRemember: your strings are your ground agent, interfacing directly with the user!Avoid stop-ship bugs!
  21. 21. Product shape shifts saleThe feminine contour of Coca Cola glass bottles disturbsOrthodox consumers in Israel.
  22. 22. Barbie shuts shop in ShanghaiWas product culturally catered for locale?
  23. 23. Adapt product portfolio to please local palate • Bistrone in Japan | Cola’s soup in a can on the go. • Kuat in Brazil | captures local love of guarana fruit. • Spritea in China | Green tea flavored sprite.
  24. 24. Adapt product to locale wants & needsLaunch in China: affordable to fit• Levi Strauss & Co. launches dENiZEN• General Motors Corp launches Baojun
  25. 25. Go Global logos: what makes ‘em great?• We are bombarded by 6,000 logos daily, all trying to communicate their unique, enticing story.• A brand essence exists only in consumers’ memory. The logo is the constant reminder.• Use creative magic to turn humdrum into visual messages that cut through the clutter.
  26. 26. No-Name | Text-less logosA picture’s worth a thousand words.
  27. 27. Chalk the change up to thecompany’s Go Global campaignIn early Jan., 2011 Starbucks announced itwould be removing the words "StarbucksCoffee" from its 2-decade old logo and leaveits iconic twin-tailed, long-haired mermaid tofend for herself.
  28. 28. à la mod(ular)!As simple as possible. But not simpler.• Simple, classic, modular logos are easy to remember, playfully impressive and soothing.• Maintain right proportions and scalable graphics.
  29. 29. Gist it: Connect to universal principals• TOYOTA: Trust• NIKE: Victorious, Fluid & Fast• BMW: Spinning Classic Elegance• Playboy: Frisky & Mischievous
  30. 30. Fond of fontNUDESimple. Clean.Transforming letters into visual concepts.• Minimal, readable text.• No more than 2 font types.• Avoid overlapping or intertwining with logo.• Keep tagline separate.
  31. 31. Color-choice: Ensure your brand paints the right picture• Color is the first impression a package or brand makes.• Color sets the tone for your thinly sliced expectations in the marketplace.• You dont get a second chance to make a first impression.
  32. 32. Color connotations Positive/ Negative/RED Neutral SensitiveEurope/Nort Love, desire, bold, attention Alert, danger,h America stop, blood.Soviet CommunismChina Good fortune, luck, bridal colorKorea Written name of deceasedJapan lifeIndia purityEgypt/Iran Luck, good fortuneSouth Africa Mourning
  33. 33. Color connotationsGREEN Positive/ Negative/ Neutral SensitiveEurope/North Environmental, Military, catholic church,America nature, spring, Avoid in France & birth, GO, $$ IrelandChina, Taiwan Infidelity. Avoid.Japan Life, high-techEgypt National color. Avoid.North Africa Corruption.Indonesia, Forbidden. Danger.Malaysia
  34. 34. Color connotationsWHITE Positive/ Negative/ Neutral SensitiveEurope/North Wedding, purity, Italy: death, funeral.America holiness, peace.China Trust. High quality.Japan, Peru, Death. Mourning.India, Iran, Italy (white Chrysanthemum)Egypt, Nigeria Rebirth. Ominous.Ethiopia Impure.Australia Aboriginals: color of the people.
  35. 35. Color conflictFrance Telecom mobile & Internet subsidiaries “The Future’s Bright – the Future’s Orange.” Or is it “The Future’s Protestant Loyalist”?
  36. 36. Brand name evaluationA. Available nameB. Positive/neutral associationC. Easily pronounceableD. Name safe Conduct a "name safe" test to make sure that an anti- depressive doesn’t sound like a strong tranquilizer.
  37. 37. Available nameThis lady is called forCorona becomes Coronita
  38. 38. Negative connotation • “Oness” for security … ? • “Dreck” → “Dreft” • “Barf” for soap …. ? • “Sweat” for drink … ?
  39. 39. Easily pronounceableBrand name landmines: Pronunciation trap• Coca-Cola = "bite the wax tadpole“ in China• Google = Gu Ge in China
  40. 40. Memorable taglines: Clear & Compact• Nike: JUST DO IT• IBM: THINK• Yahoo!: It’s You!• Sony: make. believe.• Heinz: Grown Not Made
  41. 41. Culturally catered icons Is iT “Twit” in other cultures too?Make sure your brand identity & visual messaging areculturally understood & non-offensive in other locales.
  42. 42. Get into it. Intuitively.Use of metaphor to trigger subconsciousemotional thought that guides our action
  43. 43. Ties that bindProduce emotional branding that bridges cultural gaps.Key concepts that impact 70% of customers’ sale choices:• Connection• Transformation• Balance• Pleasure
  44. 44. So…, what’s the moral of the story? CONNECT• Trigger mutual understanding between brand & consumer.• Signal the secret handshake, the collective connector.• Tell the brand’s compelling story.• Make it relevant and bring it to life.
  45. 45. 1. Why internationalize products and campaigns?2. How do we reconcile Global vs. Local models?3. What are the ingredients baking a winner brand?4. How do we strategize glocally?
  46. 46. 5. How do we strategize glocally?• Define specs• Modify product/services to attract segmented groups in local market• Synchronize implementation (all media)• Foster cross-cultural awareness• Make local alliances, mergers• Spread regional sites across target locales
  47. 47. Localize. Globally.
  48. 48. Q&A Talia Baruch/CopyousInternationalization & Localization setup & support talia@copyous.com www.copyous.com

×