Telling global stories with a local tongue

Interesting article on global brands adapting to local culture in Market Leader by Nigel Hollis of Millward Brown. Nice one Nigel.

First thing that hit me was that global brands beat local brands in the five categories researched across eight countries. The global brands were more often considered for purchase, and scored better on statements including 'easy to recognize', and having 'distinctive identities'. The two global brands which stood out were Coca-Cola and McDonald's. Interestingly, both of these were seen by a significant share of local consumers as being part of their own national cultures. So much for the image portrayed by doom-mongers in the press of these brands being multinational, American dictators.

So, what did these global brands do well to be successful? The key is to have a big brand idea and story, but tell this in a local tongue. Let's look at some specific learnings.

1. Great ideas travel

Millward Brown analysed 50,000 ads (nice database eh?) to look at how well ads testing exceptionally well in one market did in other countries. The bad news is that overall the majority of such ads didn't do well outside their home market. The good news is that this changes when you look at exceptional ads. In this case 60% of them did well in other markets, compared to only 20% of average performers.

2. Imaginary worlds

One way to make ideas travel is to create an imaginary world that transcends local culture. This was the case with Coca-Cola's 'Happiness Factory' for example. 

3. Tap into a human need

At the other end of the creative spectrum are ideas where a brand can meet a shared human need with a clear functional benefit. The study quotes the example of Nicorette's 'Craving Man' campaign, which features a 2 1/2 metre cigarette man and the tagline 'Beat cigarettes one at a time'. The campaign helped build sales from $194 million in 2000 to $295 million in 2004, and establish itself as the clear leader.  

4. Use a local tongue

Even better results can be achieved when the big global comms idea is adapted intelligently for local cultures. A good example of this is the Mac vs. PC ads, featuring a geeky guy as a PC and a cool dude as Mr Mac. We posted here on how the US ads were adapted for the UK using local comedians Mitchell and Webb. The post has the UK and US ads. Apple also adapted these for the Japanese market, where its rude to brag about your strengths. The Japanese version contrasts the two brands' use at work and home instead.

5. Global with with a local twist

A hybrid approach used by Gillette is a global campaign with a local twist. The Best a Man Can Get campaign features 'champions' Tiger Woods, Roger Federer and Thierry Henry everywhere. This trio are complemented with local champions picked by market: soccer player Messia in Argentina, Kaka in Brazil and rugby star Bryan Habana in South Africa.

In conclusion, the best global brands blend the best of big global ideas with smart local execution that taps into local culture. Which proves that local marketing teams still have a key role to play, even in the era of globalisation.

Comments

[True Religion Jeans Outlet]

Most it is certainly plausible assume they have for more information on wash their hair each and every day in order to avoid aspect back and forth from do you want not done and oily.
http://www.truereligionjeansoutlet2.com

[Affordable Search Engine Optimization Company]

The Best a Man Can Get campaign features 'champions' Tiger Woods, Roger Federer and Thierry Henry everywhere.

[maillot de foot france]

Selv om jeg ville har foretrukket hvis du gikk inn i en litt mer detaljert, jeg fortsatt fikk hovedpunkt av hva du mente. Jeg er enig med det. Det er kanskje ikke en populær idé, men det er fornuftig. Vil definitivt komme tilbake for mer av dette. Flott work.Good arbeid, herlig blogg ... virkelig nyte det og lagt det inn i mine sosiale bokmerker. Hold oppe det gode arbeidet

[furosemide 40 mg]

This was very informative. I have been reading your blog a lot over the past few days and it has earned a place in my bookmarks.

[Edtson]

Dudes, I commented on Wednesdays post (in fact I adsresded some of it to you, JTB). Nothing was forthcoming from my brain to add to this weeks Topic Dump. Except for the fact that the lil pole dancer has been giving me nightmares on a Twin Peaks level.which I think has already been stated here by other Surf Reporters.

[Hana]

Ive never had a flu shot and cant imagine that I ever will I see no good raseon for it. Then again, Ive also declined to have my daughter vaccinated, ever Neither of us ever get sick and I attribute it to the lack of all kinds of nasty crap being injected into us. Do some online research on vaccines theres so nasty, horrible stuff in those.

[Bipal]

nueva ) Imprimir Recomendar Menear anotaci neisuignte | portada | anotaci n anterior NotasDVDCano :: 25.10.2005 @ 15.44 Historia de las marcas. Historia de las marcas. Con su logo, sus slogans, enlace a sus webs y otras informaciones. Realmente bueno. [ Vc3ada ]

[funny facebook statuses]

Thanks for giving nice posts.The Coca-Cola's 'Happiness Factory' image is looking very funny. it is a wonderful and helpful posts

[Generic Viagra]

It makes me feel so surprise.I never know there is such a wonderful place that ,I can find what I need,

[biker jacket]

When can I ever arrive to such perfect articles like yours ever? I don't think so there is any individual or writer as you as up-o-date and unique

[Periactin]

I '
m satisfeito desta páxina benéfica excelente; esta é unha forma de suxeito que me sostén, aínda que fóra ve a day.We 'foi normalmente oído ultimamente querendo preto no seu web-site dereita inmediatamente after

[Generic Viagra]

Sei nett zu besuchen Ihrem Blog wieder hat es seit Monaten für mich. Nun dieses Artikels, dass ich seit langer Zeit mit bereits wartete. Ich brauche dieses Artikels wir komplette diese Zuordnung im College, und es hat Sam Thema mit Ihrem Artikel. Danke, großen Anteil.

[Buy Actonel Online]

bel post, ci sono molte persone alla ricerca di che ora troveranno risorse sufficienti dal postThis è veramente interessante, Sei un blogger molto abile. Mi sono iscritto il tuo feed e sono ansioso di cercare di più del tuo post meraviglioso. Inoltre, ho condiviso il vostro sito nel mio social network!

[Periactin]

bel post, ci sono molte persone alla ricerca di che ora troveranno risorse sufficienti dal postThis è veramente interessante, Sei un blogger molto abile. Mi sono iscritto il tuo feed e sono ansioso di cercare di più del tuo post meraviglioso. Inoltre, ho condiviso il vostro sito nel mio social network!

[Generic Viagra]

I think you are right when you say this. Hats off man, what a superlative knowledge you have on this subject…hope to see more work of yours.

[Seo Services India]

This is really interesting, You're a very skilled blogger. I've joined your feed and look forward to seeking more of your wonderful post. Also, I have shared your site in my social networks!

[careprost]

Really great post, Thank you for sharing This knowledge.Excellently written article, if only all bloggers offered the same level of content as you, the internet would be a much better place. Please keep it up!....

[Nike Air Max]

I just read about this in the paper! It contains wonderful and helpful posts. How I wish I'd known about this blog before. I would have loved to have worked on this project! What a great accomplishment. Beautiful. Congratulations to you.

[Networking solutions]

Hola,Ha hecho un trabajo muy bueno. Hay muchas personas en busca de eso ahora van a encontrar suficientes fuentes por tus consejos.espera para obtener más consejos acerca de que

[Generic Topamax]

Hola,Ha hecho un trabajo muy bueno. Hay muchas personas en busca de eso ahora van a encontrar suficientes fuentes por tus consejos.espera para obtener más consejos acerca de que

[Generic Viagra]

Hola amigo, este es uno de los mejores blogs que he visto, que puede incluir algunas ideas más en el mismo tema. Todavía estoy esperando algunas ideas interesantes de su lado en el próximo post.....

[ファロム]

Hey, Great post **

[Generic Cialis]

Hola,
Ha hecho un trabajo muy bueno. Hay muchas personas en busca de eso ahora van a encontrar suficientes fuentes por tus consejos.
espera para obtener más consejos acerca de que

[Florida Medical Center]

Today is a beautiful day, very warm greetings to all readers of this blog, regarding this article I would like to add that I found very creative, some time ago I tried to blog and the result was not very good, apart this I believe that the information is also cool. In general, congratulations to all who are related to the creation of this article.

[Generic Viagra]

I think that if adds would have more creativity from their owners it could create the effect that they want but sometimes those are so stupid and people hate to watch them.