Advertising speaks to the gut: Working with live cultures
To capture hearts and minds, you have to cut through the clamor, remembering that one culture’s music is another’s noise. Striking the right note calls for adaptations that read as if conceived and written in the actual target market.
Even though globalization and digitization might want to make us think otherwise, the world is still a very diverse place: different value systems, distinctive cultural identities and expectations. Things we’ve been weaned on and that unconsciously shape our worldview. Which is why it takes more than a dictionary to bring a brand world and strategic message to life in another culture.