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cross-cultural communications strategies Tag

obama and putin cocacola crimea on how to avoid brand damage

How to Avoid Geopolitical Brand Damage

  |   CultureShocks Blog

Nobody wants to get caught in a fight between Vladimir Putin and Barack Obama, least of all if you’re the brand guardian of the most popular global carbonated soft drink on the planet. In December 30th a massive outrage erupted in Russia after the publication of a seemingly innocent map designed to celebrate the end of the New Year.

It’s no laughing matter to get caught in the middle of an argument between Vladimir Putin and Barack Obama, especially if you’re the brand guardian of the most popular carbonated soft drink on the planet. At the end of 2015 Coca-Cola published a seemingly innocent map depicting Crimea as part of Ukraine, sparking outrage amongst VK (Russia’s most popular social network) users.

cocacola without crimea on how to avoid brand damage l textappeal

Russia without Crimea: Russians offended

Russia’s bringing Crimean territory back into the motherland is highly popular with the local population. And while Coca-Cola’s link with Ukraine may please the American administration, it offended Russian nationals.

coca cola santa clause on how to avoid brand damage by textappeal

Is Santa an American provocateur?

VK was instantly saturated with fury against the iconic American brand, suddenly seen as an “Evil Imperialist” out to humiliate the Russian people. Could it be that Santa, the beloved figure popularised by Coca-Cola, was actually an American provocateur in disguise?

Although an innocent faux-pas, the map was all the more damaging as the brand was making a deliberate effort to tap into a local mindset via Russian cultural references.

cocacola with crimea on how to avoid brand damage

Crimea part of Russia: Ukrainians offended

In response to the VK community seething with outrage, Coca-Cola made a somewhat perplexing, 180-degree marketing translation turn. Instead of defusing the situation, Coca-Cola released a new version of the map that included Crimea and several other disputed territories within Russia’s border.

The move angered Ukrainians, who called for a boycott of Coke products. Following a barrage of angry tweets and images of Coca-Cola being flushed down toilets, the soft drink giant apologised and removed the offending map altogether.

This is far from an isolated incident. With frontiers quickly shifting in various parts of the world and cultural sensitivities running high, brands cannot afford to rest on long-held assumptions about national borders.

What to do?

how to avoid geopolitcal brand damage, textappeal

The CIA’s website is a good source for marketers to track geopolitical change

Microsoft has led the way by establishing a division that tracks geopolitical and cultural risk: all marketing executions are vetted by it, and its database of cultural issues to avoid is gradually enriched over time. Unfortunately this resource is not publicly available: the software giant sees it as a strategic asset.

The CIA’s website (www.cia.gov) is probably the best resource to stay up to date with geopolitical change. It provides some of the most accurate intelligence in the world, openly publishes a surprising amount of information, and is free!

Textappeal can help keep marketers and their agencies safe too, by systematically checking brand materials for cultural and geopolitical issues, validating executions for travel, and advising how to deal with cross-border dilemmas that may result in brand damage.

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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…

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