Textappeal | marketing localization
353
archive,tag,tag-marketing-localization,tag-353,ajax_fade,page_not_loaded,,qode-theme-ver-3.1,wpb-js-composer js-comp-ver-4.11.1,vc_responsive
 

marketing localization Tag

image that indicates someone is saying sorry across cultures

Global Brand Translation Misfires, Corrected by Culturally Smart Apologies

  |   CultureShocks Blog

 

We have already talked about how lightly brands need to tread in a world where everyone is watching, where companies have unprecedented access not only to an enormous raft of potential consumers, but also to the ever-vigilant eyes of potential critics. “Trial by Twitter” is a process that has found many brands guilty, and unfortunate gaffes are never far from mind. Take Waitrose’s social media misfire last autumn, where its “Reasons” campaign was hijacked and turned on its head by teasing tweeters. Rather than issuing an apology as such, they did feel they had to acknowledge the jocular nature of people’s reactions. Other brands to have faced similar cyber-ribbing have reacted in various ways, either by adopting a similarly ribald tone, or by going on an unrepentant offensive, as this blog post discusses. And we can’t forget the reaction to Nick Clegg’s apology video, which went viral last year and totally undermined his attempt to clear the air with the British electorate.

People around the world apologise in different ways. In Japan, the act of apologising is considered a virtue (more on this later). It is no surprise, therefore, that their language and culture have such a diffuse number of ways to express the sentiment of sorriness. The same cannot always be said of the West, where people can often be found saving face by issuing ‘apologies’ that are entirely devoid of any sincerity or meaning. Or the classic British reflex-action apology, where “sorry” is used so unsparingly that it is roughly akin to “hmmm”.

Whatever the ‘right’ approach, there can be little doubt that the apology is an important art when errors in communication are so easy and public. And things only get more complicated when that apology has to be made across cultures, where different conventions, traditions and politics, not to mention different languages, are at play. Last week, Apple found themselves issuing a public apology to their Chinese customers following criticism from state media outlets about the company’s warranty terms. The apology received extensive news coverage across the country, to the bewilderment of many Chinese people, who found the authorities’ glee at events somewhat baffling compared to the veritable silence over more significant matters of public interest. What was perhaps most interesting about Apple’s apology was the way it was worded – “At the same time,” they said, “we also realize that we have much to learn about operating in China, and how we communicate here.” In this knowledge, a comprehensive global communication audit might have saved any embarrassment, taking advantage of local expertise and insight to achieve a “finger on the pulse” – essential for survival in the modern technology jungle.

As we’ve already mentioned, the cross-cultural apology is a complicated process due to the linguistic, political and cultural considerations that need to be taken on board. Indeed, an episode at the end of 2012 shows the extent of the complications in China, with the reporting of an “apology” made by the new Leader of the Communist Party, Xi Jinping. When arriving late for a speech, he made a comment which literally translates as “made everyone wait a long time”. Does this mean “sorry”? According to the presiding English interpreter, it did. Later on, however, opinion was divided among observers, with some objecting to translations from various international media outlets that played up the “sorry” aspect, while others felt the literal translation – with its more unrepentant connotations – was appropriate.

An extreme example of how cultural conventions can differ came with the public apology offered by Japanese popstar Minami Minegishi following revelations that she had spent the night with her boyfriend. She appeared with a shaved head, begging the public for forgiveness in a traditional act of contrition.

There is no escaping the fact that, were the divas of Europe or the US to so flail themselves for such minor misdemeanours, the blogosphere would be utterly saturated. Yes, it might have been over the top and unnecessary, but it was also on some level based on cultural tradition.

These examples show the challenges faced by brands operating internationally, and the need for expert, sensitive cross-cultural communications strategies. Saying sorry is never easy. Saying sorry across a cultural divide is even harder…

Read More

Core Values in a World Where Everyone’s Watching

  |   CultureShocks Blog

A brand’s reputation hangs on the success with which it projects and maintains its core values, providing consistent quality and a unified image that is at once universal and culturally relevant. So in a world as instant, integrated and interconnected as ours, how feasible is it for international brands to stay in complete control of their identity, protecting themselves from being compromised by actions beyond their control? (more…)

Read More

Transgender Trouble in Thailand for IKEA

  |   CultureShocks Blog

News:

IKEA had to issue an apology after a recent spot launched in Thailand drew criticism from transgender rights groups. Angry activists lambasted the global Swedish brand, claiming the advert, which depicts a transgender lady getting so excited at a bargain in the store that her voice drops a few octaves, much to the surprise of her male companion, played on negative stereotypes and even violated the human rights of the transgender community of south-east Asia. The company have publicly apologised for the video, which aired on Youtube and to commuters on several of the country’s train networks, and issued a prompt response to the Thai Transgender Alliance, who made the original complaint. This sparked further complaints from the transgender community around the world, who poured scorn on what they saw as a demeaning, trivialising and offensive piece of advertising.

 

Behind the news:

The title of the ad translates approximately as “Forget To Keep Hidden” or “Forget To Deceive”, and was presumably intended to alert potential customers to the brand’s honesty and affordability in a light-hearted fashion, a fact they are keen to highlight in their carefully worded response. In Thailand, transgender females, known as Kathoeys or sometimes via the popularised anglicism ‘ladyboys’, are fully integrated and accepted members of society, with many leading successful careers in the fashion, beauty and entertainment industries. They are far from obligated to a deviant or secret lifestyle, thus the uproar caused by the advert. This campaign was a little wide of the mark from IKEA, a brand – as history dictates – do not shy away from courting controversy with provocative ad campaigns. In most cases it is the traditional values of the right that are challenged, as with this brouhaha in the US back in 2007, rather than the liberal and inclusive values championed by an organisation such as the Thai TGA. But creative work designed to provoke and entertain is almost inevitably going to alienate some members of any given market – did they overstep the line here, or is it a storm in a Thai-cup?

Read More
market localisation

“How about a Macca’s?”

  |   CultureShocks Blog

News:

In a PR stunt rolled out by the fast-food giant McDonald’s, 13 branches of the restaurant in Australia will see their slogan translated to “Macca’s”, the nickname by which it is known across the country. This name change is part of this year’s Australia Day celebrations, and observes the fact that, as discovered by a recent survey, “Macca’s” is the country’s second most recognised Australianism, used by at least 50 per cent of the population (surpassed only by “footy”, referring of course to Aussie Rules football). Running for the entire month of January, the rebrand will see signage altered with the new name alongside the traditional Golden Arches, with a TV campaign to match.  Mark Lollback, head of marketing at McDonald’s Australia, has said of the move: “What better way to show Aussies how proud we are to be a part of the Australian community than incorporate the name the community has given us across all our channels, even our signs?” There have also been calls to have the colloquial term incorporated into the online edition of the Macquarie Dictionary, the national record of Australian English, officially recognising its position in the local language.

(more…)

Read More

Textappeal World Blend 2013

  |   News

Textappeal World Blend 2013

For the 2012 New Year, the Textappeal team invented a box filled with worldly flavours of chocolates such as “peanut butter with jam”, “jasmine”, and “wasabi” as our annual gift. This posed a tough challenge for us this year, as we now have to exceed expectations for 2013!

This year we decided to create our very own blend of tea. Tea being the second most popular beverage in the world, we created an infusion of flavours that best describes our multicultural Textappeal brand.

We arranged a tea tasting session in our offices with a qualified tea master.  After tasting a variety of teas and flavours, we came up with a delicious infusion of Chinese cinnamon, Spanish orange blossom, Indian rose petals, Thai red peppercorns, Mexican chilli and Madagascan vanilla.

Our Tea master also gave us a lesson on how tea is made, consumed, people’s interaction with tea and the aesthetics surrounding the art of drinking tea around the world.

It was an extremely interesting team session, but let’s not get rid of our coffee machine just yet, just in case. Watch this space to see what we have in mind for 2014!

Wishing you all the best for 2013!

Read More

Tesco packaging: Spaghetti or Salami?

  |   CultureShocks Blog

The picture as it appears on the side of the Spaghetti Bolognese packet. It's a Tesco's linguistic gaffe, linguistic gaffe or packaging error

News:

Despite Tesco’s attention to detail, a piece of packaging managed to escape their notice and hit the store shelves with some questionable images.

An image appearing on their Tesco Finest range of Spaghetti Bolognese, featuring an authentic looking photo of dried meats at an Italian market turned out to feature some humorous labelling.

The photo had been on the packaging for “a long time” before an Italian-speaking customer pointed out that the signs in the photo actually read “Grandad’s balls” and ‘Donkey bollocks”. (more…)

Read More

Coca-cola Makes Friends in Singapore

  |   News

Image – keropokman.com

News:

Coca-cola installed a vending machine,  a few months ago, on a university campus in Singapore as part of the company’s ‘Open Happiness’ campaign. This might not sound out of the ordinary, but the vending machine is a dispenser with a twist; it gives out cans of coke when hugged.

The idea is part of a global campaign, ‘Happiness Machines’, which started in 2009. Another machine set up in an American university handed out cans of coke as well as pizzas and flowers. More recently, a Friendship Machine dispensed two cokes for the price of one — but only if you had a friend to help you reach it.

(more…)

Read More