Here are three funny examples…
Kentucky Fried Chicken ran an advertising campaign in China that attempted to translate their famous slogan “Finger lickin’ good!” It failed miserably, as in Chinese it means – Eat your fingers off.
Urban legend has it that the Chevrolet Nova car sold poorly in Latin America, because “no va” translates as “won’t go” in Spanish.
Pepsi allegedly introduced their slogan into the Chinese market “Come alive with the Pepsi Generation” Unfortunately this translated into “Pepsi brings your ancestors back from the grave”.
These are funny examples and it’s easy to laugh at their misfortune. But any business can fall foul to a misguided campaign or strategy and its no laughing matter.
Vi works closely with clients to define brands and put in place a promotional action plan that delivers results. Here are five steps to getting it right.
1. Interview staff – those who really know your brand.
2. Survey customers – those who directly experience your brand.
3. Research your market and competitors – those who affect your brand.
Failed brand strategies affect customers loyalty. Knowing who your customers are, how they react and what they really want is critical. Your brand lives in the experience of your customer; and their experience of what they like and feel loyal to. This changes over time but the longer and stronger the connection, the more valuable the brand is to the customer.
At VI we find creative ways to keep customers coming back. We do this by putting ourselves in your customer’s shoes and asking: “What is it that customers really want?”
Contact us today to let us know “what you really want?”