The premise of global branding is that you need to regionalize your strategy in order to successfully establish you brand in a foreign country. Of course we are not only talking about translating your marketing collateral.
For instance, you can have local decision makers or celebrities to corroborate what you want to say. You can also use focus groups to better understand how the colors of your logo convey different messages in certain parts of the world. While a person dressed in white is most likely to be related to a doctor in western cultures, the same does not apply to Japan, where wearing white is a sign of mourn.
However, sometimes regionalizing strategies is not enough. In a global economy, we must bear in mind the butterfly effect.
In a nutshell (and don’t be intimidated by this) the butterfly effect is a basic technical condition for the chaos theory. Let’s go to the part that matters to us: The butterfly effect got notoriety with the sentence "the flap of a butterfly’s wings in Brazil can set off a tornado in Texas".
What the butterfly effect teaches us is that although we may be ready for implementing a strategy regionally, we must take into account the complexity of relationships amongst these countries and its neighbors, trading partners and groups, amongst others.
Let’s be honest: working on a global economy is complex. Although our job as communicators is to simplify, we will run out of breath and resources if we try homogenize the world and accommodate simplistic needs. We will only be able to work synergistically if we pay close attention to each region's idiosyncrasies and its global relationships.
For instance, you can have local decision makers or celebrities to corroborate what you want to say. You can also use focus groups to better understand how the colors of your logo convey different messages in certain parts of the world. While a person dressed in white is most likely to be related to a doctor in western cultures, the same does not apply to Japan, where wearing white is a sign of mourn.
However, sometimes regionalizing strategies is not enough. In a global economy, we must bear in mind the butterfly effect.
In a nutshell (and don’t be intimidated by this) the butterfly effect is a basic technical condition for the chaos theory. Let’s go to the part that matters to us: The butterfly effect got notoriety with the sentence "the flap of a butterfly’s wings in Brazil can set off a tornado in Texas".
What the butterfly effect teaches us is that although we may be ready for implementing a strategy regionally, we must take into account the complexity of relationships amongst these countries and its neighbors, trading partners and groups, amongst others.
Let’s be honest: working on a global economy is complex. Although our job as communicators is to simplify, we will run out of breath and resources if we try homogenize the world and accommodate simplistic needs. We will only be able to work synergistically if we pay close attention to each region's idiosyncrasies and its global relationships.
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