Why is attention to cultural and social nuances crucial for brands?
In our increasingly interconnected world, brands transcend beyond their domestic markets. A brand, whether established locally or expanding globally, must understand and respect cultural nuances. This understanding ensures products and marketing resonate with the target audience, fostering deeper connections and enhancing the brand's relevance and acceptance in diverse markets.
It's now simpler than ever to reach a wider spectrum of audience, all thanks to the growth of e-commerce and digital avenues of spreading awareness. However, worldwide reach across multiple territories also brings the challenge of navigating cultural peculiarities. Understanding cultural relevance is crucial; cultural sensitivity in brand messaging isn't just about avoiding missteps, but about fostering opportunities, and creating meaningful, & respectful connections that resonate with the appropriate audiences.
Now, let’s have a look at a few of the instances of how some well-known brands have mastered cultural nuances.
IKEA used the native dialect to promote a new Malaysian store.
For its stores in Penang, Malaysia; IKEA launched a localised marketing campaign that recognises the linguistic preferences by employing clever wordplay.
The campaign incorporates the native dialect, Hokkien, by leveraging the phonetic similarities between popular Hokkien words and the IKEA brand name. Many Hokkien words end with "Kia," so the campaign creatively connects these familiar terms with IKEA.
*The third-party Intellectual Property is not owned by Grapdes.
The example above featured the words “We are not Kay Kia” which roughly translates to “We are not a chick”.We are IKEA”, playing on the Hokkien word "Kay Kia," which means chick.
*The third-party Intellectual Property is not owned by Grapdes.
In another ad as showcased above - a tall person next to the Billy bookcase with the line, “We are not Lo Kha Kia (a tall guy). We are IKEA.”
Impact: IKEA's campaign in Penang leveraged the local Hokkien dialect by creating a culturally resonant marketing strategy. By using familiar local terms that phonetically aligned with the IKEA name, the brand connected deeply with the community. This approach not only made the brand more relatable but also showcased an intention to engage with the audience using native linguistic elements. The campaign's clever wordplay led to a positive reception, increased store traffic, and strengthened brand loyalty. This case demonstrates how understanding and integrating local \ can effectively foster strong customer relationships and enhance brand image.
McDonald's has adapted its menu in India to cater to the local palate by introducing items like the McAloo Tikki burger, Mc Spicy Paneer, Chatpata Naan, therefore embracing the tastes and preferences of Indian consumers.
McDonald's is mastering ethnic intricacies at its finest.
*The third-party Intellectual Property is not owned by Grapdes.
Impact: The Indianised menu resonated well with the locals as it respected the dietary habits of a significant portion of the population, leading to increased acceptance and popularity. Since then, there has been no looking back as they have continued introducing more fusion varieties that address varied preferences, making McAloo Tikki the top choice.
Domino’s India has brilliantly localised its menu to cater to the diverse Indian palate, introducing pizza toppings and condiments that resonated with consumers. One such item is Peppy Paneer, which combines the global appeal of pizza with a beloved local ingredient, paneer (Indian cottage cheese), seasoned with traditional Indian spices, making it an instant hit. Domino's menu includes other region-specific options like the Veg Extravaganza and Chicken Tikka pizzas, aligning with regional tastes.
Impact: This culinary innovation significantly boosted Domino’s market position in India. By embracing traditional flavors, providing items at affordable prices, and implementing many other strategic moves, Domino's not only increased its acceptance among Indian consumers but also strengthened brand loyalty. This approach has led to Domino’s being India's largest international foreign-food chain, with over 1900 outlets, demonstrating the effectiveness of regionally relevant menu adaptations in achieving market success and consumer satisfaction.
Starbucks has been among the most popular brands in the United States and other Western countries for years. However, when the company ventured into China in the late 1990s, it encountered significant challenges such as competition from local brands, cultural differences, regulatory and legal requirements, and economic conditions. Despite China's booming economy and an increasing interest in Western-style coffee, Starbucks found it difficult to attract Chinese consumers who were deeply rooted in traditional tea culture and were familiar with local coffee shops.
*The third-party Intellectual Property is not owned by Grapdes.
Impact: Starbucks successfully catered to Chinese tastes by introducing traditional teas like oolong and jasmine and incorporating local flavors, such as red bean and taro, into its coffee offerings. The store designs featured traditional Chinese motifs, creating a culturally immersive environment. By building strong relationships with local suppliers and communities, Starbucks ensured high-quality, locally sourced ingredients. Their inclusive atmosphere attracted a diverse customer base, including families, students, and older consumers, leading to widespread appeal among the natives.
5. Nike's Launch of Sports Hijab
Nike's launch of a sports hijab recognises and respects the cultural practices of Muslim women involved in sports, creating an inclusive product and positive brand image.
*The third-party Intellectual Property is not owned by Grapdes.
Impact: By introducing the sports hijab, Nike innovatively addressed the traditional limitations of the hijab in sports. This new design respected cultural practices while providing practical solutions to enhance comfort and performance. The product's success underscored Nike's commitment to inclusivity and innovation, strengthening its reputation as a brand that supports diversity and significantly boosting its global appeal.
Nestlé Japan's "KitKat Green Tea" flavor, also known as "Matcha KitKat," is a prime example of how global brands adapts their products to fit local tastes and preferences.
*The third-party Intellectual Property is not owned by Grapdes.
Impact: The introduction of the "KitKat Green Tea" flavor made a significant impact in the market by tapping into the local preference for green tea. This product innovation resonated deeply with Japanese consumers, who appreciated the familiarity of matcha flavor. The unique curation not only boosted local sales but also garnered international attention, making it a popular souvenir amongst the tourists. This move showcased Nestlé’s understanding of regional preferences and contributed to strengthening the brand’s market presence in Japan.
After exploring several successful campaigns, let’s consider a notable challenge faced by a well-known brand in the realm of multicultural marketing.
7. Dove
The campaign - Real Beauty
Dove's "Real Beauty" campaign aimed to highlight the positive impact of its products on every woman. However, the campaign inadvertently perpetuated old racist stereotypes and prejudices against the African American community. The ad was criticised for suggesting that white skin was superior to black skin, missing the mark of its original intent. This led to widespread outrage and called for boycotts against Unilever, Dove's parent company, post which the ad was taken down and apology was published.
Many women felt the campaign suggested that their true identity was a white woman beneath their surface, implying they needed to "remove their ethnicity."
The example highlights the importance of thoroughly understanding and respecting cultural nuances. Brands must tread carefully to avoid missteps that can damage their reputation and alienate their audience.
So, what's the key takeaway here?
Avoiding misunderstandings
Colours, symbols, or gestures may carry different meanings across cultures. Being aware of the sensitivities and sentiments, helps in crafting communications that avoid unintentional misinterpretations.
In fact, colours can influence approximately 90% of quick decisions about products.
Customising communication styles
While some cultures appreciate direct communication, others prefer indirect and subtle messaging. Adapting communication styles ensures messages resonate positively with diverse audiences.
Respecting native traditions
Acknowledging and participating in local festivals or traditions demonstrates respect and an understanding of the native context in which the business operates.
Understanding cultural customs and taboos
Marketers should be aware of local beliefs to avoid unintentional offenses. For example, the number four in Japan is considered unlucky, and many consumers avoid product packages containing four items.
Enhancing product offerings
Tailoring products to suit local tastes and preferences reflects an understanding of the diverse needs of customers in different regions.
Emphasising consistent brand experiences
Ensuring consistent brand experiences fosters customer loyalty and trust. By maintaining the same quality and service across all touchpoints, brands strengthen their identity and reliability in the eyes of their customers.
Understanding and embracing native nuances, cuisines, language, and other cultural peculiarities that are sacred to the citizens is crucial for any brand, whether local or planning to expand globally. Brands that invest time in comprehending these regional peculiarities are better positioned to connect with their audience on a deeper level. Successful examples such as McDonald’s and Domino’s in India, and Starbucks in China, illustrate how aligning with regional sensitivities can lead to significant market success. By carefully navigating these cultural elements, brands can capture audience preferences, gain acceptance, and build lasting popularity.
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