One Size Fits All?

Earlier this month, the Spanish confectionary specialist Chupa Chups announced a new and exciting brand extension with Calippo, the popular freezie product owned by Dutch consumer goods giant, Unilever. From this new international partnership comes an interesting talking point regarding the transferability of brands across an ever-­‐changing global market. Since geographic extension has now become an “indispensable step” in developing a brand, it’s worth taking a look at the relationship between two of the most influential countries involved in the brand industry – the United States and the United Kingdom.[1]

Although the two countries share a close relationship through popular culture and politics, it is no secret that they also have their fair share of differences. Try telling an American that Prawn Cocktail crisps are tasty or a Brit that its pronounced “Aluminum” and you’ll catch on quickly to the basic mismatches. Cultural gaps between the two could have a dramatic effect on the performance of a brand campaign, for example would the launch of Chupa Chups flavoured ice-­‐lollies work in the States where there is no prior market awareness of the brand? Understanding where the differences exist and how to adapt to them is he most important point to make; without this understanding, the consumer will feel misunderstood and will not trust the product.

The values and belief system displayed by the company must ring true to those held by the consumer, especially as there is an increasing focus on the consumer’s emotional connection with a brand. Industry experts have identified a key difference in the emotional states of each culture; Americans tend to show an incredibly optimistic attitude towards new developments whereas Brits are more cynical. For example, a brand that has been advertised in the United States as very upbeat may not have the same success when extended into the United Kingdom’s more mellow market.[2] Equally, a brand that evokes a certain sense of traditional nostalgia for British consumers such as Cath Kidston could act as a remedy for their so-­‐called cynicism, yet have little resonance with their American counterpart.

So, what does it take to make a brand go global?

This question has been addressed head on by brand extension specialist Beanstalk, the people behind the aforementioned Chupa Chups deal. The company’s Mary-­‐Kate and Ashley Lifestyle campaign was one of the more challenging projects to extend across both the U.S and European fashion industries. It is a golden example of how to successfully link two major cultural markets under one branding campaign in a highly diverse industry. The key to its success was in Beanstalk’s preparation and understanding of each cultural market. As industry Expert Ed Weatherall points out, “You have to take the time to define your customer ‘tribes’, rather than using internally predetermined thoughts.” Once people feel that a brand has tapped into their own unique ideology and beliefs, they will be far more welcoming.[3]

Linking international consumers to one brand and product is by no means an easy task; it takes time, knowledge and a diplomatic approach. Get it wrong and the consumer does not feel a connection to the brand. But, if the necessary adjustments are made, the results can be outstanding.

Ask yourself: “Where in the world can your brand go?”