“The goal is to ensure your story’s soul remains the same everywhere, even if its clothes change from place to place”.
Let’s highlight the importance of localisation for global reach. Brands face a complex challenge to tell stories that resonate across cultures without losing their soul.
A campaign moving people in Brazil might confuse or even offend audiences in Germany or China if it’s not thoughtfully adapted. Language. Visuals. Sound.
So how do brands strike that balance between consistency and cultural nuance?
This art and science of cultural adaptation lies in the idea that a story’s core can stay true while its expression changes to fit local culture. However, one size rarely fits all.
Every culture has unique values, humour, symbols and sensitivities. Ignoring those risks missteps or alienation. But embracing them, brands can craft narratives that feel tailor-made, boosting emotional connection and trust.
Take Coca-Cola’s “Share a Coke” campaign.
It succeeded globally not by repeating the exact same ad, but by localising names and phrases making consumers feel the story was for them.
Side note: Adobe and The Coca-Cola Company co-innovate on Project Fizzion https://lnkd.in/eBqwKUji
Or Airbnb’s approach of showcasing local hosts and customs while keeping its global promise of belonging.
We’re maximising impact through deep cultural insight and transcreation, not mere translation. Empowering local voices, respecting context and maintaining a consistent core brand narrative.
This chapter’s question, how do you approach storytelling in a multicultural world?
The answer is in the book.
Storytelling for Brands. The most powerful marketing tool of all. Granger, Kris. | https://lnkd.in/eYY8xW24
Learn more here: https://lnkd.in/eWxFfJB6