May 16th, 2013
Saudi Arabia is a huge market that represents rich opportunities for international brands. It is, however, a market whose culture and identity are sometimes misperceived by brands and media alike, which often stereotype. Take the example of the recent “Men Too Sexy for Saudi” news reports. Here are some common misconceptions. Read more
April 11th, 2013
We have already talked about how lightly brands need to tread in a world where everyone is watching, where companies have unprecedented access not only to an enormous raft of potential consumers, but also to the ever-vigilant eyes of potential critics. “Trial by Twitter” is a process that has found many brands guilty, and unfortunate gaffes are never far from mind. Take Waitrose’s social media misfire last autumn, where its “Reasons” campaign was hijacked and turned on its head by teasing tweeters. Rather than issuing an apology as such, they did feel they had to acknowledge the jocular nature of people’s reactions. Other brands to have faced similar cyber-ribbing have reacted in various ways, either by adopting a similarly ribald tone, or by going on an unrepentant offensive, as this blog post discusses. And we can’t forget the reaction to Nick Clegg’s apology video, which went viral last year and totally undermined his attempt to clear the air with the British electorate.
People around the world apologise in different ways. In Japan, the act of apologising is considered a virtue (more on this later). It is no surprise, therefore, that their language and culture have such a diffuse number of ways to express the sentiment of sorriness. The same cannot always be said of the West, where people can often be found saving face by issuing ‘apologies’ that are entirely devoid of any sincerity or meaning. Or the classic British reflex-action apology, where “sorry” is used so unsparingly that it is roughly akin to “hmmm”.
Whatever the ‘right’ approach, there can be little doubt that the apology is an important art when errors in communication are so easy and public. And things only get more complicated when that apology has to be made across cultures, where different conventions, traditions and politics, not to mention different languages, are at play. Last week, Apple found themselves issuing a public apology to their Chinese customers following criticism from state media outlets about the company’s warranty terms. The apology received extensive news coverage across the country, to the bewilderment of many Chinese people, who found the authorities’ glee at events somewhat baffling compared to the veritable silence over more significant matters of public interest. What was perhaps most interesting about Apple’s apology was the way it was worded – “At the same time,” they said, “we also realize that we have much to learn about operating in China, and how we communicate here.” In this knowledge, a comprehensive global communication audit might have saved any embarrassment, taking advantage of local expertise and insight to achieve a “finger on the pulse” – essential for survival in the modern technology jungle.
As we’ve already mentioned, the cross-cultural apology is a complicated process due to the linguistic, political and cultural considerations that need to be taken on board. Indeed, an episode at the end of 2012 shows the extent of the complications in China, with the reporting of an “apology” made by the new Leader of the Communist Party, Xi Jinping. When arriving late for a speech, he made a comment which literally translates as “made everyone wait a long time”. Does this mean “sorry”? According to the presiding English interpreter, it did. Later on, however, opinion was divided among observers, with some objecting to translations from various international media outlets that played up the “sorry” aspect, while others felt the literal translation – with its more unrepentant connotations – was appropriate.
An extreme example of how cultural conventions can differ came with the public apology offered by Japanese popstar Minami Minegishi following revelations that she had spent the night with her boyfriend. She appeared with a shaved head, begging the public for forgiveness in a traditional act of contrition.
There is no escaping the fact that, were the divas of Europe or the US to so flail themselves for such minor misdemeanours, the blogosphere would be utterly saturated. Yes, it might have been over the top and unnecessary, but it was also on some level based on cultural tradition.
These examples show the challenges faced by brands operating internationally, and the need for expert, sensitive cross-cultural communications strategies. Saying sorry is never easy. Saying sorry across a cultural divide is even harder…
March 13th, 2013
A brand’s reputation hangs on the success with which it projects and maintains its core values, providing consistent quality and a unified image that is at once universal and culturally relevant. So in a world as instant, integrated and interconnected as ours, how feasible is it for international brands to stay in complete control of their identity, protecting themselves from being compromised by actions beyond their control? Read more
February 20th, 2013
IKEA had to issue an apology after a recent spot launched in Thailand drew criticism from transgender rights groups. Angry activists lambasted the global Swedish brand, claiming the advert, which depicts a transgender lady getting so excited at a bargain in the store that her voice drops a few octaves, much to the surprise of her male companion, played on negative stereotypes and even violated the human rights of the transgender community of south-east Asia. The company have publicly apologised for the video, which aired on Youtube and to commuters on several of the country’s train networks, and issued a prompt response to the Thai Transgender Alliance, who made the original complaint. This sparked further complaints from the transgender community around the world, who poured scorn on what they saw as a demeaning, trivialising and offensive piece of advertising.
January 30th, 2013
Women in Japan have the opportunity to reap the rewards of using their thighs as an advertising space for brands and companies. A girl’s zettai ryouiki – which translates roughly as “absolute territory” – is apparently the highly coveted space that lies between the bottom of her mini-skirt or shorts and the top of her knee-high socks. Read more
January 16th, 2013
In a PR stunt rolled out by the fast-food giant McDonald’s, 13 branches of the restaurant in Australia will see their slogan translated to “Macca’s”, the nickname by which it is known across the country. This name change is part of this year’s Australia Day celebrations, and observes the fact that, as discovered by a recent survey, “Macca’s” is the country’s second most recognised Australianism, used by at least 50 per cent of the population (surpassed only by “footy”, referring of course to Aussie Rules football). Running for the entire month of January, the rebrand will see signage altered with the new name alongside the traditional Golden Arches, with a TV campaign to match. Mark Lollback, head of marketing at McDonald’s Australia, has said of the move: “What better way to show Aussies how proud we are to be a part of the Australian community than incorporate the name the community has given us across all our channels, even our signs?” There have also been calls to have the colloquial term incorporated into the online edition of the Macquarie Dictionary, the national record of Australian English, officially recognising its position in the local language.
May 4th, 2012
March 19th, 2012
An attempt by Nike to pay homage to the Irish in the run up to St. Patrick’s Day has backfired. Read more
The removal of posters publicizing Jean Dujardin’s latest film may have been pivotal to his Oscar success. Read more
February 1st, 2012
Social media networks were set ablaze recently with the release of an advertising campaign for HEMA, a chain of Dutch department stores. The campaign for the store’s new ‘Mega Push-Up Bra’ is fronted by androgynous male model, Andrej Pejic. Read more