Culture drives the brand experience.
How “global ready” is your brand? Are your brand’s attributes and positioning optimized for the various local cultures and markets around the world? Is your brand promise as relevant in Shangai as it is in Sacramento? If you want to get the greatest impact from your marketing and advertising expenditures, having a global-ready brand is essential.
Multicultural & Ethnic Marketing
Complementing cross-cultural marketing is multicultural and ethnic marketing, the practice of tapping into unique qualities or cultural differences to create a more customized or deeper consumer experience.
Multicultural is about celebrating identity by creating unique communication that build on the qualities that create cohesiveness and community, such as language, traditions, and customs. From a marketing perspective, tapping into such powerful drivers enables a much deeper message to be forged, but at the same time requires a greater responsibility to “get it right.”
Our Global Marketing Team understands how to unlock the power of multicultural and ethnic marketing, striking the right balance between cultural similarities and differences, to create effective, localized brand experiences that “speak” to the target audience in their cultural terms.
Our approach goes beyond the standard acculturation models that rely simply on language and demographics: our Living Culture™ modeling approach incorporates dynamic factors such as acculturation, migration, bilingualism, cultural cross-influences, technology, mass media iconography, and other factors, to achieve deeper insights into the evolving worlds of your multi-cultural target audience.
The result? We build a dynamic messaging platform that keeps your brand alive and vibrant for your multi-cultural audiences..
Marketing to Hispanic Consumers
Our Hispanic marketing team has deep experience and cultural know-how that spans the rapidly-evolving Hispanic consumer landscape, both in the U.S. and in the Americas.
Our innovative Living Culture™ model helps us develop a “cross-over” messaging platform that spans the acculturation process—linguistically and culturally—to ensure that a consistent message is delivered to bilingual/bicultural families as they shop, look for product information, and make buying decisions.
China Market Strategies
Navigating the waters of the Chinese market can be tricky at best. Our China Market Strategies practice was built around three key tenets:
- Listening leads to understanding. We believe that only by listening to China's emerging consumers’ voices can you begin to understand what is happening in this market. We have been listening for years and will help you build a brand experience that effectively speaks to the evolving Chinese consumer.
Understanding drives strategy, especially in China. Traditionally, Western companies entering China and other foreign markets have adopted a "spray and pray" approach: blanket the target market and, through trial-and-error, let the target consumers sort out what they want.
This approach has proven costly in both time and money to large and small companies alike and frequently resulted in offensive cross-cultural and branding gaffes, requiring costly damage control.
Your own China marketing strategy must be based on a solid understanding of your customer—his or her motivations, aspirations, beliefs and values.
- Successful business requires cultural know-how. Navigating the Chinese consumer landscape is both an art and a science. Unlike so-called “creative marketing” that’s actually rooted in American concepts and thinking, we have a dedicatedcreative team focused entirely on the unique, rapidly-evolving China market.
To learn more about our Multicultural and Ethnic Marketing services, contact us*.