Viewing entries tagged with 'cross-cultural communication'

Where is Multicultural Marketing Heading in 2016?

Posted by Michael Dove on 16 January 2016

123rf247114s First some facts: Australian census data indicates that less than half of Australia’s population was born in Australia with both parents also having been born in Australia. Origins data, providing a more refined perspective, shows a third of Australia’s adult population bearing names revealing a background other than Anglo-Celtic (CALD1). In the US, by 2020,...

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Lost in Translation: Honda Jazz not Fitta

Posted by Amanda Searle on 17 December 2015

honda logo The business case for undertaking thorough cultural analysis when marketing to particular cultural segments cannot be overstated. While this blog series of ‘Lost in Translation’ bloopers may bring a smile to your face, I’m sure it is not the case for the Marketing Executives and General Managers caught up in these damaging and costly blunders –...

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First There was IQ, Then EQ. Now we Have CQ

Posted by Michael Dove on 25 September 2015

Collage small It is no longer sufficient for us to be merely outstanding on the traditional measures of literary, computational and conceptual intelligence. And while high emotional intelligence goes a long way to promote the importance of communication, empathy and customer-centricity, there is another important dimension. With the globalisation of organisations, products and services, readily accessible international travel and burgeoning...

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Lost in Translation: Soft Drinks, Hard Lessons

Posted by Amanda Searle on 21 September 2015

Pepsilogocropped The 70s saw fierce competition for market share by the two major cola brands – Coca Cola and Pepsi Cola. The ‘Cola Wars’ ensued, consisting of massive advertising campaigns and expansion into emerging markets, such as Asia. Most of us recall the ‘blind taste test’ which was won by Pepsi. So how then did Pepsi...

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Lost in Translation - the Nissan Breakdown

Posted by Amanda Searle on 24 June 2015

nissan logo In an attempt to increase penetration rates amongst persons of South Asian origin in Canada, Nissan Canada recently executed an advertising campaign using ‘Hinglish’, a mixture of Indian and English languages. It was designed to speak to South Asian Canadians in a friendly voice. However, it may not have been received by its South Asian...

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Lost in Translation - Gerber Happy Baby

Posted by Amanda Searle on 18 March 2015

gerber-baby.jpg Most marketers and business managers agree – segmenting by culture and developing appropriate marketing messages that resonate with specific cultural communities will increase penetration rates in emerging market segments. This does not mean that you can simply translate the messages into another language, and use an image of a person from the targeted culture. Effective cross-cultural communication...

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