Appropriating communication cues

There are communication cues specific to brands and categories – the ones who have done their work really well, or that relate strongly with a consumer need. Whenever you watch a black and white commercial with a 50’s glamour you immediately associate it to Martini, when you see a beautiful model rotating her head so her hair flies and bounces you know that is a hair care commercial. Those are strong imprints in consumers’ minds, and are usually said to be the strongest form of branding.

That is why you need to be very careful not to include those cues on your communication if your brand or category is different. Because consumers will not actually identify your brand on it – their mind will automatically relate to the original one.

A very good example is the latest Depuralina commercial. The tone of voice that is used seems an institutional commercial, the text aligns with it with what seems like a “don’t eat so much for your own health” copy, the images are very similar to a high-speed internet ad – and then that is a pill to lose weight. But, the fact is the message is only passed on the last 7 secs of the ad – and before that, you had so many different unrelated cues that you are lost and your mind doesn’t capture the brand. That is the sort of result you don’t want to have when you are investing strongly in a new product.

But we also have a very good example of a brand that actually made it its own to play with cues from other brands. “SAPO” (the Portuguese internet service provider) has actually brilliantly played with classic commercials as the backbone of its communication. The trick here for branding though, is the tone of voice and, especially, the incorporation of their distinctive figure during the ads. You can see their “Martini version”  below. Cheers!

 

A basic of international marketing

One of the most fundamental truths of international marketing is "don't think that because you know a country you will know its neighboor". Because so many things change, in so many borders in the world! And don't get flawed by things like sharing the same language...

Let's look at Chile and Argentina. Yes, they share the same basic language (though you would be surprised at the number of different words), the same basic history (Spanish occupancy, revolutions led by the Spanish families settled there, periods of richness based on natural resources exploitation, far-right dictatorships during part of the XXth century), the same passion for grilled meat. But then, we shouldn't overlook the differences. The very different political landscape over the past 20 years, the differences in terms of European settlement (that contribute to explain why you feel everything in Santiago so organised and the stronger rule of Law), the stronger fascination by brands by the Argentinean consumers (and the price orientation of Chileans), the macro-economic picture (just look at inflation rates and you will astonished), the glamour of Argentinians vs the practicality of Chileans.

If understanding one's market and consumers is the key for good marketing, then, don't assume. Deep dive! Live with your consumers, breath the same air. Understand the differences vs the markets you know. Because, at that, it is the root for success!