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…)
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?
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.
In the globalized economy, the chances of a product reaching consumers all over the world are extremely high. But this does not mean that the product can be marketed in the same way. Localizing the product for each individual market is extremely important and so is product pricing.
Brand Growth in a Socially Transparent World- May 10, NY. Join Us!
New York, May 10 2012 – International brand owners now have the opportunity to communicate with their customers in a fluid and highly localized manner. But this freedom can also backfire and damage brand consistency, equity and sales. (more…)