Lost in Translation: How Inconsistency Can Strengthen Your Brand

Cross posted from The Buzz Bin

If you’ve ever worked on a branding project, you know that one of the keys to brand success is maintaining consistency across all communication channels. Your logo should appear in the same color, shape, format and font everywhere it is used, and all your communication materials – from your letterhead and annual report to your Facebook and Twitter pages – should employ the imagery, typography, key messages and tone of voice you’ve developed for your brand.

Most established brands (McDonald’s, Delta Airlines and Skype, for example) have a set of brand guidelines that document all these rules and help the individuals charged with representing the brand maintain its integrity.

Why the focus on consistency? Because, with enough repetition, your brand’s identity will begin to embed itself in the minds of consumers. However, if you frequently change the look and feel of your brand, those powerful visual and psychological cues will be lost, and your ability to forge an emotional connection with consumers will suffer.

Now, I am a person who likes to play by the rules, but, even for me, this issue of brand consistency begs the unavoidable question: If you want your brand to speak to consumers across a variety of cultures, do the same rules of consistency still apply?

Not exactly. According to Nigel Hollis, executive vice president and chief global analyst at Millward Brown Inc., the combination of product design, positioning and communication strategy that makes a brand successful in one country may have to be adjusted to build a connection with consumers in new markets.

And it’s not just a matter of converting your tagline from English to French or from Spanish to Chinese. As a French major, I learned that effectively translating something from one language to another is never as simple as consulting the dictionary. Accurate translation requires a solid understanding of both languages and both cultures involved. Without this deeper understanding, you’re likely to 1) end up with something like the descriptions on this “Chinglish” menu, and 2) lose the respect of your target audience faster than you can say “Bonjour,” “Nihau” or “Shalom.”

Brands are successful when they win consumers’ hearts as well as their minds, and in order to win someone’s heart, you must approach him or her in a way that is both comfortable and relevant.

Not surprisingly, Coke seems to have made as much headway as any global company in “translating” its brand across a variety of cultures. The company has done much more than just translating the text on its website from English to French, Japanese, German, etc.– it has built a separate website for each country that expresses the Coca Cola brand in terms relative to each unique culture. (Check out Coke Japan, Coke Sweden and Coke Russia for a few examples.)

If you compare the Coca Cola USA home page to the Coca Cola France home page, you’ll see that the two not only look different, they also act different.

The French version takes a more energetic, colorful approach while the American version evokes calm and simplicity. The former also features slightly different product messaging (Coca Cola light in place of Diet Coke) and highlights different brand engagement elements, such as co-promotions with Xbox 360 and mobile telecom provider Orange.

By partnering with a brand that has already staked a claim in the hearts of Frenchies–Orange – Coke is giving itself a leg up in becoming more approachable and meaningful to its target audience in France. The brand has taken a similar approach to reach Hispanic consumers in the U.S. Reinaldo Padua, assistant vice president of Hispanic marketing for Coca Cola North America, told Marketing News they have been able to increase sales among Hispanic immigrants by bundling beverages with popular food products like tortillas.

If you think about it, all brands – even local ones – live at the intersection of two different cultures: one of those buying the brand and that of the group responsible for its marketing. We marketers would do ourselves a favor by approaching brand strategy as an exercise in cross-cultural communication. Those of us who cultivate an understanding of our target audience’s needs, values and cultural norms will be better prepared to facilitate a connection between brand and consumer, and to prevent our brand promise from getting lost in translation.

Multicultural marketing ain't what it used to be

Cross-posted from The Buzz Bin

How would you describe the typical American?

It is becoming harder and harder to do – and this has implications for marketers.

According to research from communications firm GlobalHue, the mixture in the American melting pot is becoming gradually richer and more complex. As cultural lines continue to blur, marketers will find that understanding consumers requires more than a single cultural lens.

Case in point: A recent Bendixen & Amandi poll shows that young Hispanics define being American in their own terms. For many, that means proudly speaking “Spanglish” and straddling two cultures – honoring their Hispanic roots while defending American values and pursuing the American dream.

Trends like these are proof that the old rules of multicultural marketing no longer apply. Today’s marketers need to understand the new cultural landscape and communicate to their target audiences in a way that acknowledges cross-cultural similarities over differences.

So how can marketers acquire a taste for what’s cooking in the new melting pot? Here are a few suggestions:

1) Expand your familiarity with other cultures

• When you travel, go out on a limb and try a homestay with a foreign family. Or, if that’s not your cup of tea, take advantage of local tour guides to ask questions about cultural attitudes and norms.
• Volunteer as a conversation partner for someone new to the U.S. Most universities have language partner programs, and organizations like theInternational Rescue Committee can pair you with a family or individual acclimating to a new way of life in the states. You’ll be amazed at what you learn as you work to communicate and find common interests with people from varying cultures and ethnicities.
• Look to your peers for insight. If you have friends from backgrounds different from your own, talk to them about the similarities and differences they perceive among cultural groups.
• At the very least, make a point to explore other cultures through books, movies and news media. New America Now is a great place to start. Check out its Ethnoblog and poll series.

2) Leverage social networks for research and experimentation

• Peruse blogs, Twitter hashtags and Facebook groups targeting specific cultural audiences. Below are just a few examples:
  • Sandip Roy – a blogger and radio show host who frequently covers issues pertaining to Indian-Americans
  • #LATISM – the Twitter hashtag for Latinos in Social Media
  • Cuentame – a Facebook group geared toward Latinos
  • CitySaheli – an online community for the “savvy South Asian woman”
  • The Grio –a video-centric news community covering perspectives that affect the African-American community
• Social media channels are well-suited for today’s multicultural marketers because they make it easier to adjust or revise strategies and appropriately micro-target within diverse communities.

3) Embrace culture in your campaigns

• State Farm took this approach with its BollyStar Competition celebrating India’s Bollywood culture, and Pepsi has had great success with itsYoSumo campaign aimed at second- and third-generation youth and young-adult Latinos. See Jessica Faye Carter’s recent post on Mashable for more examples.

4) Make an effort to connect emotionally with your target audience

• The NBA is doing this with Énebéa, a website geared toward Hispanic and Latino fans that have a strong emotional connection with Latino NBA players. The site has a special focus on Latino players and included more interviews, online chats, statistics and photo galleries than the general NBA site.
• If your company is committed and/or involved with the community it’s trying to reach, be sure to highlight related activities so your audience knows you’re genuinely invested in it. Wells Fargo is an example of a company that does this well. See Bill Imada’s recent Ad Age article on the topic.

5) Always test assumptions in focus groups before incorporating them into your marketing campaign. You won’t know if your messages strike a valid chord with consumers – regardless of their cultural identity – unless you solicit honest, objective feedback.

Studying, observing and interacting with a culture outside your own will enable you to identify and leverage similarities and differences among various consumer segments. And being culturally aware won’t just help you develop a better multicultural marketing campaign, it will also enhance your ability to engage with (and have fun with!) people across the globe.

So grab a spoon and start sipping while the soup is still hot.

Photo courtesy: chewonthat blog

Tidbits from Tuscany - Insight No. 2

No trip to Italy would be complete without a good dose of wine tasting. And since our home base for the week was a cottage in the heart of Chianti, we challenged ourselves to taste a wide variety of Chianti's best. And I must say we performed pretty well against our goal.

By the end of the week, we had tried everything from a (delicious) carafe of the house wine at our local ristorante, to Il Vino Nobile di Montepulciano and Barone Ricasoli's Chianti Classico.

On our last day, we even made a stop at Le Cantine di Greve, a be old wine cellar with cool stone walls, tile floors and a smorgasbord

of tasting options. We went hog wild hopping from one sample station to the next, sipping reds, whites and vin santo, then dipping tiny

cubes of bread in an array of olive oils.

Anyway, my point is that we consumed our fair share of Chianti during our time in Chianti. And I'm embarrassed to say I very nearly left the region without even knowing what it is that makes a Chianti Classico a Chianti Classico.

Fortunately, a charming Italian man saved me from my ignorance. Giuseppe Mirossi -- better known as Beppe -- is a friendly and accommodating gentleman who runs a car service in Tuscany and was kind enough to drive Granville and me from Castellina to the Pisa airport for our Saturday departure. I can truthfully say I learned just as much from Beppe during our 70-minute commute that day than I had in the previous six combined. I'll try to share all that I learned from him in future posts, but for now, it's back to the topic of Chianti.

As many people know, Beppe said, in order to qualify as Chianti Classico, a wine must be made from at least 80 percent Sangiovese grapes. But what most do not know is that the Sangiovese grape vine is indigenous to Chianti and therefore thrives in the region's soil, which is riddled with stones. These stones, said Beppe, leach minerals that provide nourishment to the grape vines through their roots. Plus, because the stones are very porous, they absorb moisture during the winter months and release it back into the soil during the hot summer months, making for a surprisingly stable environment for the roots all year round.

So, Beppe told us, Sangiovese grapes planted and grown in California, for example, will produce a wine very different from that made with Sangiovese grapes grown in Chianti. And only the latter will ever be considered Chianti Classico. The secret, he said, is in the soil.

Basketball moms

Last weekend, I went to watch the 9th grade basketball team my boyfriend coaches play one of its arch rivals. I arrived at half time and slipped into the first empty seat I could find, trying my best not to disturb the parents and grandparents already perched in the stands.


After shuffling off my coat and glancing at the score, I began, as I always do, to take inventory of the individuals around me. To my left were three slender, young mothers, sporting three variations on the preppy mom uniform - blue jeans, wrap sweaters and clunky leather boots. They chatted amongst themselves, but kept their eyes fixed on the court. On my right, two enthusiastic fathers effervesced about the team playing better that night than they had all season. I heard the man behind me answer his cell phone only to be shushed by his wife. "Honey..." she hissed, "You're talking really loudly."

And then my eyes fell on the woman seated just in front of me whose curly, salt-and-pepper hair was drawn softly away from her face, revealing a placid expression and unfurrowed brow. Her lips rested in a half-smile that evoked a sense of calm not normally observed at a basketball game. I was intrigued.

I leaned a few inches forward and saw a mound of woven cotton cascading over her thigh into a cloth satchel. It was then that I noticed her hands, poised just above her lap, gently gripping a pair of plastic knitting needles.

She was knitting. At a basketball game.

Now, I am not saying there is anything wrong with bringing handwork to a sporting event....I'm just saying it was something I had not witnessed until that moment.

My first reaction was one of mild disgust. Could her son's basketball game really be that boring to her? How would he feel if he knew she was knitting during his game? Like he's not good enough... not interesting enough...not her top priority?

But as I thought it over more carefully, I decided that perhaps my first assessment had been unfair. In all honesty, she could have been paying full (or almost full) attention to her son's game even if her hands were otherwise occupied. And maybe he would rather her knit throughout his game than embarrass him by cheering or yelling at the ref.

Maybe the gentle, mindless activity helped this mother relax and enjoy something that left other parents overinvolved and tense.

Who knows....perhaps all those 9th grade boys would be better off if their parents paid a little bit less attention to every dribble, pass and foul shot they made. Maybe they'd be relieved to know their parents weren't always hyper-focused on them, and that they would even take the occasional opportunity to let their minds wander.

Things that give me pause

Morandi - My new favorite spot in NYC's West Village. Tile floors, wood paneling, soft lighting and amazing ambiance. Not to mention the simple yet flavorful Italian food. The Picci al Limone is a pleasant surprise.


The Girl with the Dragon Tattoo - The title doesn't do this book justice. Stieg Larsson presents suspense and sadism in a vividly portrayed Swedish town.


It's Complicated - I'm still trying to decide what I liked best about this movie: the hysterical story line, drool-inducing kitchen scenes or to-die-for decor.


Paris to the Moon - Just as enjoyable and inspiring the second time around as it was the first time. Adam Gopnik's perspective on French (and expatriate) culture, while occasionally trop intellectuelle, is ever insightful and astute.

Things that give me pause

On July 1, Christopher B. Howard became the first black president of Hampden-Sydney College. The 40-year old is a Rhodes scholar and graduate of the U.S. Air Force Academy with a doctorate in politics from Oxford University and an MBA from Harvard Business School. He earned a Bronze Star in Afghanistan, headed Bristol-Myers' HIV/AIDS initiative for Africa and now serves as a defense attaché to Liberia, where he spent two weeks on duty last month before reporting to his new post at Hampden-Sydney.

Howard is an Aspen Institute Henry Crown Fellow and serves as a senior advisor on African affairs at Stonebridge International. In 2000, inspired by his wife's experiences growing up under Apartheid in South Africa, Howard founded the Impact Young Lives Foundation to provide scholarships and travel opportunities to South African students of color.

His resume goes on and on ... and is nothing short of remarkable. I look forward to seeing the new perspective Howard and his family will bring to the Hampden-Sydney community.

July 19 Richmond Times-Dispatch article: http://bit.ly/30qtVt

Christopher Howard on leadership: http://www.youtube.com/watch?v=ZW7-eeg5NfA

Life lessons from the King of Pop

As I scanned through radio channels during my drive to the mountains last Friday, I happened upon a radio interview with a Midwestern woman who was grappling with the reality of Michael Jackson’s death. The woman said that it wasn’t until Jackson died that she truly came to recognize and appreciate the role he had played in shaping her dance career. I listened, enthralled, as she tearfully described the confused rush of emotion she experienced when she heard the news of Jackson’s death and all the memories – of his performances as well as her own – that had since come flooding back to her. And, while I am by no means a dancer or musician, I found myself identifying with much of what the woman said. Hearing her reminisce about Michael and his music caused me to consider my own “relationship” with the King of Pop. As hard as it is for me to admit now, I was once a die-hard M.J. fan.

I don’t quite remember how I first became interested in Michael Jackson’s music. What I do remember is shrieking at the top of my lungs – “Yyyeesssssssssss!!!” – when I found a cassette tape of Thriller in my stocking on Christmas morning. That was the year I was in fourth grade – the year I became completely obsessed. My cousins and I spent hours upon hours composing dance routines to everything from “ABC” by the Jackson Five to “Billie Jean,” “Bad,” and Smooth Criminal.” We even took a stab at choreographing our own (uber-cheesy) performance of “Black or White.”

That summer, I discovered MTV and VH1 and devoured every Michael Jackson special I came across. I watched the ABC Family movie, The Jacksons: An American Dream, so many times I could practically recite the script by heart. I am pretty sure I even recorded some of this “educational material” on a blank VHS tape so that I could watch it over and over again – pausing and rewinding to study Michael’s dance moves and then attempt to recreate them in my living room.

So what changed? Why did I eventually ditch my M.J. albums and replace them with the latest by Sheryl Crow and Ace of Base?

I think I began to lose interest when I saw the slightly creepy but mostly sad version of Michael that emerged during the infamous Oprah interview at Neverland Ranch. Then, the endless series of child molestation charges gradually smothered to death the last few sparks of enthusiasm and respect I had for him.

Deep down, I wanted to be a loyal fan and stand up for the artist I so admired, but it was suddenly way un-cool to do so. The more the media feasted on Jackson’s freakish appearance and dubious behaviors, the more difficult it became to focus on his talents instead of his shortcomings.

I genuinely hope that Jackson is finally resting in a peaceful place where he is free from the gnashing jaws of the paparazzi, but I must admit that I have been pleasantly surprised at how the public has responded to his passing. The media’s interest in digging up the nitty-gritty details of Jackson’s death has been vastly overshadowed by the tidal wave of positive recognition(or cultish hero-worship, whatever you want to call it) he has received over the last two weeks. Sure, the coverage of Tuesday’s memorial service was a bit over the top, but I, for one, have taken great pleasure in hearing Michael’s music on the radio, seeing his old performances rerun on television and observing as people across the globe process the bittersweet news of his death.

I find it a shame that it often takes a celebrity dying in order for the public (or the media) to focus on the positive aspects of his or her career. It is incredibly easy to fall into a pattern criticism and judgment, but life is too short and too precious to be tainted by constant negativity. And nothing good ever comes of negative thinking. So , in honor of Michael, I am going to start with the (wo)man in the mirror and challenge her to always look for the good in people.

Sultry Seville Nights

I imagine most everyone who has attended an authentic flamenco show has walked away like I did – with my jaw hanging open in amazement.
It is impossible NOT to be considerably stirred and confused by the sounds, movements and emotions one witnesses at a flamenco performance. And it is equally impossible not to want to share what you have seen, heard and felt with others. The question is how to do so.
Even if photography is permitted at a flamenco show, how much of the experience can a photo actually capture? What of flamenco can a series of still images convey?
A still photo fails to communicate the intrinsic elements of flamenco – sound and movement.
But is there any type of recording which can encapsulate those essential elements?
An audio recording could potentially capture the sound of flamenco, but its ability to do so is limited.
Even the highest quality recording would not do the artists justice. The guttural cadences and improvised percussion of flamenco would lose a dimension in translation. Its adamant stomps and lacerating cries would not slice through the air and resonate against the tile walls of the candlelit patio. It would be flat.
Moreover, an audio recording would divulge none of the invigorating visual elements of flamenco: the gleaming wood of the musician’s guitar; the delicate lace on the dancer’s dress; the expressions of agony, passion and rage on the artists’ faces; the dancer’s erotic hand flourishes, high-speed twirls and fervent thrashes … and the hummingbird blur of her hammering feet.
So … that leaves the option of a video recording -- a tried and true tool often used to convey and arouse emotion. But I would argue that even the most artistically rendered flamenco film would be bland compared to the real thing.
While film can communicate some sensory details, when it comes to recreating an entirely sensual experience, film falls short.
A video screen does not capture the play of light across a room -- the way it envelops certain faces in a warm glow, and brushes briefly against others before leaving them to the shadows.
When you watch flamenco on a movie screen, you will not you breathe the cool night air laced with honeysuckle, your eyes will not detect the sparkle of perspiration on the dancer’s face, nor will you feel the temperature rise as her body movements and footwork accelerate.
For me, the question of how to document the performance was rendered irrelevant because recording devices were not permitted. Instead, I jotted down notes throughout the performance in an attempt to capture the scene in words.
But it is not easy to find words which accurately describe the visual, auditory and emotional stimuli one encounters with flamenco.
Unpredictable. Desperate. Angry. Insistent. Fluid. Graceful. Soulful. Sultry.
The juxtaposition of these terms is a decent start …but does not even begin to paint the full picture.
In fact, I am not sure an encounter with flamenco can be recreated through any combination of words, images and sounds. I see it as one of those rare and beautiful creations rendered comprehensible only through personal experience.

Adventures in Veganland

Discovery

I am not a vegan. Nor do I want to be. But I have recently developed a taste for vegan baked goods.

A few weeks ago, I was hit by a mid-afternoon sugar low and stopped at Crossroads Coffee Shop in search of a sweet but substantive snack.

Peering in to the glass display case, I saw mouth-watering slices of carrot cake, coconut cake and pecan pie. They looked decadent ... but a tad too sugary to have substance.

Next, I saw rows of plump sesame bagels and fluffy blueberry muffins. Nah... too bready.

Finally, my eyes rested on a perfectly scrumptious looking cookie packed with whole grain oats and plump, pink craisins. It was browned to perfection ... juuuuuust riiiiight.

The cellophane-wrapped treat looked a little large for an afternoon snack (about the size of a miniature frisbee), so I figured I would eat half and save the rest for later.

I must admit that I was a bit skeptical when the gal behind the Crossroads counter informed me that what I had assumed to be a cookie was in fact a vegan oatie.

"Hmmm," I thought. "Could be disappointing."

But, faced with a lack of appealing alternatives, I decided the mighty vegan oatie deserved at least a fair trial.

Luckily, as soon as I took my first bite of vegan delight, I realized I was not in danger of buyer's remorse. It hit the spot.

A little bit chewy, with just a hint of crunch. Moist, tasty and satisfying. Sweet enough, but not too sweet. Honey-kissed.

I broke off another piece of oatie. It went down just as smoothly as the first. Delicious.

After a few more nibbles, I tucked the remainder away for later.

Well .... later came sooner than I expected. And, before I knew it, I had polished off the entire frisbee-sized vegan cookie.

I felt like I had eaten a small but energy-packed meal. The scrumptious snack kept me going through my 7 p.m. class and until I made it home for a light dinner at 10 p.m.



Revelation

The next week, I was having lunch with a friend whose office happens to be just around the corner from Crossroads Coffee in the Fan.

"This may sound weird," she ventured, "but Crossroads makes these really good vegan cookies ... and I am totally addicted to them."

"I know those cookies!" I cried.

And we proceeded to gush about them for the rest of our lunch date.

Since then, I have been back to Crossroads a couple of times in search of their delectable vegan treats.

I was even beginning to think I might just prefer vegan baked goods to the ones made for carnivores.

And then last weekend, the same friend who had admitted her addiction to the Crossroads oaties told me she had discovered the secret to vegan cooking.

"Margarine," she proclaimed. "They use it in everything."

I felt like I had been punched in the gut.

"Margarine??" I gasped.

You see, telling a natural foods nazi like me that her new favorite treat is made with chemical-laden margarine is like telling a compulsive dieter that the nonfat, sugar-free latte she just drank was actually made with whole milk and sugar.

I felt blindsided ... bilked ... betrayed.

"I thought vegans were supposed to be health consicous," I said in disgust. "Doesn't that usually mean avoiding synthetic foods?"

"What a sham," I thought. "Typical."

Reconciliation

So, today I took a break from Crossroads and instead headed to Ellwood's Coffee for my afternoon pick-me-up.

Browsing their selection of sweets, I spotted a chocolate covered dessert bar sprinkled with nuts. My stomach gurgled in anticipation.

"What is that one?" I asked the gal behind the counter.

"It's a vegan toffee bar," she chirped.

Of course it was. What else would it be?

I contemplated asking if it was made with margarine, but decided against it. I chose not to to think about the hypocrisy and let myself cave to vegan temptation.

Postscript

As it turns out, there are actually several "all natural" vegan margarine options on the market.

Some appear to be made with soy ... while others are made with olive and/or nut oils. Check out the Earth Balance product line.

There are also plenty of recipes for vegan baked goods that use fruit purees or vegetable oil in place of butter or margarine. See Vegweb.com for some yummy-looking recipe ideas.

The Search

I don't mean to be critical, but I am so sick of this type of commentary:
http://social.richmond.com/blog/carolinesplate/2009/04/the-lost-first-date/

Yes, dating in 2009 is different than dating in 1950. Yes, it sucks.

Now move on.

I find this obsession with "the search for the perfect mate" extremely tiresome. There is no perfect mate.

If you're lucky, you will find a kind, supportive, loving mate ... but there is no point in hoping for perfection. And there is no point in wasting energy analyzing why near-perfection is so hard to find.

Why not use that energy to pursue something within reach? Why not search for yourself ... connect with yourself ... improve yourself.

Each one of us is ultimately responsible for our own happiness. No one--not even the "perfect" mate-- can guarantee another person's sense of well being. That sense is one that comes from within.

So ... to all you self-professed dating gurus, I say relax. Take a break from dating as a competitive sport, and cultivate a relationship with someone who can make you happy--yourself.

Open your mind and add spice to your life

I was midway through a semester abroad program, studying French and living with a family in Paris when the United States declared war on Iraq.

“C’est la guerre,” my host father matter-of-factly proclaimed as we sat down to dinner one March evening.

Once it became clear that France would not back the U.S. in its pursuit of war with Iraq, I received phone calls and emails from friends in the states :

“Is it weird to be in France right now? Are the people rude or hostile to you? Do the French hate Americans now? Do you feel unsafe?”

Not at all.

As opposed to Americans, who had boycotted the sale of French wine and taken to calling French fries “freedom fries,” my French colleagues were able to make a clear distinction.

"We are against the war, but we are not against Americans," they said.

Despite my inherent association with President Bush and the war, I never encountered the least bit of enmity or aggression from the French community.

I hope that a French student studying in the states at that time would be able to say the same.

Living abroad, especially during such a controversial moment in history, opened my mind to the importance of cross-cultural awareness and drew my attention to the media’s considerable influence over public perception.

This awareness has encouraged me to seek out friends with backgrounds different from my own and to consider the variety of perspectives surrounding each political, social or cultural issue.

They say variety is the spice of life. If so, I believe we owe it to society and to ourselves to keep our spice racks fully stocked.