How to Localize Global brands
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The effectiveness of content is often predicated by one thing - relevance. But how can you put your message effectively across to people of varying cultures and ensure you’re doing it right? Whether you’re a brand looking to penetrate overseas markets or a local brand trying to go global, your content needs to speak to your audience. Find out what it takes to create and optimise content that’s relevant and effective in different markets while remaining true to your global brand message. - Do we need to Localize Global Content? - How do we create local content from a global brand ? - Should we use the same content or channels globally? - Is ‘Glocal’ the new formula? - How can we be pertinent without disconnecting from our mother brand? - Can local content become globally relevant?
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How to Localize Global brands
- 1. 11 @A_d_e_l_a 8/22/16 18/22/16 1 Content Marketing Global Brand, Local Content June 2016 By: Adela Villanueva
- 2. 22 @A_d_e_l_a ? • Do we need to Localize Global Content? • How do we create local content from a global brand ? • How can we be pertinent without disconnecting from our mother brand? • Should we use the same channels globally? • Is ‘Glocal’ the new formula? • Can local content become globally relevant?
- 4. 44 @A_d_e_l_a Content marketing* a strategic marketing approach focused on creating and distributing valuable and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
- 5. 55 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Do we need to Localize Global Content?
- 7. 77 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Yes…
- 8. 88 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 And No.
- 9. 99 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 As far as it is RELEVANT
- 10. 1010 @A_d_e_l_a A single global presence could work for some brands…
- 11. 1111 @A_d_e_l_a But there are many advantages to adopting a localised approach too …
- 12. 1212 @A_d_e_l_a
- 13. 1313 @A_d_e_l_a
- 14. 1414 @A_d_e_l_a Localization takes into account the inherent diversity physical environment| political and legal systems| cultures |product usage conditions| economic development, etc… Individuals = Cultural beings
- 15. 1515 @A_d_e_l_a understanding local consumer and her/his preferences and other locale-specific requirements to best address consumer needs and wants.
- 16. 1616 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 ==
- 17. 1717 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Listen, Observe, Test and Learn. see what is the best for your brand
- 18. 1818 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 How do we create local content from a global brand/ content ?
- 19. 1919 @A_d_e_l_a 8/22/16 198/22/16 19 Translation Localization =
- 20. 2020 @A_d_e_l_a Localization* localization is the adaptation or creation and distribution of content that meets the needs of a particular language, culture or desired population's "look-and-feel."
- 21. 2121 @A_d_e_l_a 8/22/16 218/22/16 21 The Challenge: Core global brand objectives Content that speaks to consumer in market
- 25. 2525 @A_d_e_l_a In Asia alone, there are +2.000 spoken languages
- 26. 2626 @A_d_e_l_a … not to mention ways of actually speaking them Ok LAH!SHIOK!
- 27. 2727 @A_d_e_l_a how you are going to deliver your message if they can not understand you?
- 28. 2828 @A_d_e_l_a Listen! Be part of their conversation. Use their language, their words, their references. And talk like them
- 29. 2929 @A_d_e_l_a trader= trady barbie=bbq bathers=swimming suit chewy=chewing gum tea=dinner thongs=flipflops, etc…
- 30. 3030 @A_d_e_l_a Same country Different languages or dialects “travel” is “ryokou” in Latin characters, “旅行” in Kanji, “りょこう” in Hiragana, and “リョコウ” in Katakana.
- 32. 3232 @A_d_e_l_a In Singapore alone, we have 4 main religions, +4 ethnics, etc.
- 33. 3333 @A_d_e_l_a Different cultures display different values and behaviors with regards to hierarchy,sexuality, status, numbers, friendship, family, etc...
- 34. 3434 @A_d_e_l_a Some cultures are more emotional …
- 35. 3535 @A_d_e_l_a …and others more rational.
- 36. 3636 @A_d_e_l_a All of this going to define if they want to join [or kill] your conversation and your brand
- 37. 3737 @A_d_e_l_a Observe ! What is important for a group of people, to what they react and to what they want to bring into their lives… ..and empower/be part of their culture.
- 38. 3838 @A_d_e_l_a
- 39. 3939 @A_d_e_l_a
- 40. 4040 @A_d_e_l_a
- 42. 4242 @A_d_e_l_a 8/22/16 428/22/16 42 How people experience your brand may vary on the geographics or the groups they belong
- 43. 4343 @A_d_e_l_a 8/22/16 438/22/16 43 The attitudes and the values they perceive from us will be different
- 44. 4444 @A_d_e_l_a the lack of local involvement can result in a ‘not invented here’ attitude or doesn’t resonate with me
- 45. 4545 @A_d_e_l_a As well as ‘frenemies’ relationships
- 47. 4747 @A_d_e_l_a I’m happy to love you, but stop trying to change me!
- 50. 5050 @A_d_e_l_a 8/22/16 508/22/16 50 there is a visual need on consumers to be inspired and / or identified with the images that they interact with
- 51. 5151 @A_d_e_l_a 8/22/16 518/22/16 51 some cultures prefer local faces while others are more inspired by out-of-the-country features
- 52. 5252 @A_d_e_l_a 8/22/16 528/22/16 52 the interpretation of fundamental elements like colors, shapes and gestures changes with the location of the audience
- 53. 5353 @A_d_e_l_a 8/22/16 538/22/16 53 And if not respected, the brand can be condemned
- 57. 5757 @A_d_e_l_a 8/22/16 578/22/16 57 #country nuances
- 58. 5858 @A_d_e_l_a 8/22/16 588/22/16 58 the legislation governing marketing activities varies greatly between countries
- 59. 5959 @A_d_e_l_a 8/22/16 598/22/16 59 and impact the way they are going to interact with our content
- 60. 6060 @A_d_e_l_a 8/22/16 608/22/16 60 other elements as time zone, seasons, currencies, etc…are important points that we have to follow if we want to be relevant
- 61. 6161 @A_d_e_l_a 8/22/16 618/22/16 61 #Dark market #Censored #Womenrights
- 64. 6464 @A_d_e_l_a 8/22/16 648/22/16 64 You might localize your content, however, what you think resonates to them…don’t
- 65. 6565 @A_d_e_l_a 8/22/16 658/22/16 65 audiences can have some similarities in terms of interests, but don’t take it global
- 69. 6969 @A_d_e_l_a 8/22/16 698/22/16 69 in the world, we have different levels of ‘economic’ and ‘technological’ maturity
- 70. 7070 @A_d_e_l_a 8/22/16 708/22/16 70 in some countries the main [everyday] device is a feature phone…
- 71. 7171 @A_d_e_l_a 8/22/16 718/22/16 71 we need to understand how and where our audiences consume our content in order to make it readable and accessible
- 72. 7272 @A_d_e_l_a 8/22/16 728/22/16 72 internet speed, or channels restriction are also concerns that we need to keep in mind
- 75. 7575 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Is Glocal the new formula?
- 78. 7878 @A_d_e_l_a 8/22/16 788/22/16 78 KEEP GLOBAL BRAND DIRECTION GLOBAL PILLAR GLOBAL PILLAR GLOBAL PILLAR LOCAL CONTENT LOCAL CONTENT LOCAL CONTENT LOCAL PILLAR LOCAL PILLAR
- 79. 7979 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Should we use the same channels globally?
- 80. 8080 @A_d_e_l_a Build Content for communities and cultures no platforms. They are completely different in each country and their role also changes.
- 81. 8181 @A_d_e_l_a The preferred channels/ touch points might vary across different countries
- 82. 8282 @A_d_e_l_a And the way they interact with content on those platforms as well
- 83. 8383 @A_d_e_l_a Focus on the content not on the platform
- 84. 8484 @A_d_e_l_a Fish where the fishes are… and where they are ‘eating’
- 85. 8585 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Can we create global content from a local brand?
- 86. 8686 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Yes…
- 87. 8787 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 And No.
- 88. 8888 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 As far as it is RELEVANT
- 90. 9090 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Your consumer is at the center, not your brand. Treat them as cultural beings, and understand what moves them internally and externally.
- 91. 9191 @A_d_e_l_a
- 92. 9292 @A_d_e_l_a
- 93. 9393 @A_d_e_l_a
- 94. 9494 @A_d_e_l_a THANK YOU! If you have any question, comment, suggestion, or want to connect: Adela Villanueva A_d_e_l_a www.the-gin.com