Walking a fine line

When companies translate marketing campaigns, websites, and even product manuals for use in overseas markets they walk a fine line. In addition to the straightforward translation that must occur, companies also need to adapt their materials for the local market. If the U.S. campaign features a bunch of healthy looking kids drinking milk, but in the new market kids don't drink milk, the message is not going to resonate and an opportunity will be missed. So it is essential that companies think about the local culture and how their product fits in. 

Often companies need to emphasize different aspects of their products. For example, in Europe car companies may want to emphasize that they offer small, easy to park, and fuel efficient vehicles. But those same companies may need to show the U.S. market that their cars have up to date gadgets, leather interiors, and oversized sunroofs, if they are going to be successful.

At the same time, companies need to find a way to be true to their brands. If their brand stands for wholesome and organic food, they need to be sure to talk about those qualities in all their markets. Otherwise, their brand will become diluted and they risk having their brand not stand for anything. 

The trick is to figure out what is it about your offering that all cultures want and admire--what qualities are valued across cultures that you can emphasize to create a cohesive brand strategy. Then add in those additional qualities that are unique to each country or culture.