The marketing must-read that proves the value of language
Words matter. They matter not just because of what they say, but because of how they say it; not just because of their literal meanings, but because of all the other meanings that travel along with them.
I’d like to tell you a short story that powerfully illustrates this. It’s taken from Brand Global, Adapt Local, a must-read for global marketers that I’ve been honored to write a foreword for.
Back in the 1970s, Braniff could make a credible claim to be the world’s coolest airline brand. Its cabin crews were dressed in designer labels, its plane exteriors were commissioned from artists, its in-flight experience brought new levels of sophistication to the skies and its advertising redefined flying as bold, sexy and stylish. It was around this time that Braniff launched an international ad campaign promoting its new first-class leather seats. It had created a tagline “Fly in leather’, and for Mexico and Spain, two of its most important markets, it translated this across, literally, into Spanish as “Vuelo en Cuero”.
Unfortunately for Braniff, in both of these countries, “en Cuero” has an additional, colloquial meaning: Naked. The brand appeared, unintentionally, to be advertising a very different kind of in-flight experience. Cue a PR meltdown and lots of jokes at the airline’s expense.
Language is more than words
Braniff had fallen foul of a simple belief, which many marketers still hold to today, that the job of adapting brands and campaigns for different countries is simply a case of translating words from one language to another. If your translation is technically accurate, the assumption goes, then you’ve done enough to leverage your brand globally.
This type of functional approach to language ignores the many complex and important roles that it plays. Language sends signals about who we are, what we know, where we come from, and what values we are likely to have. Words are infused with cultural codes that people use to decide how much common ground they are likely to have with us, whether they can trust us, and whether they want to. It’s the way that these cultural codes vary from country to country, and audience to audience, that make the adaptation of brands to local markets such an important marketing skill.
Brand Global, Adapt Local has lots of thought-provoking stories like the Braniff one, but I wouldn’t want you to think that it’s just a book of cautionary tales. It’s really a celebration of what becomes possible when marketers start to think beyond localization as a box-ticking exercise; when they start engaging with cultural nuance as a fundamental aspect of the potential of global brands, and global marketing.
Embracing the creative art of brand localization
Read this book and you’re inspired to think of localization as a creative challenge – and a creative opportunity. It’s an opportunity to use the full breadth and potential of human languages to forge new types of connections, to communicate ideas in new ways, to unlock dimensions of a brand, hitherto less prominent, that can resonate powerfully for particular local audiences. Adaptation isn’t just about removing language barriers. It can transform language into a springboard for growth as well.
Choosing to embrace adaptation as a fundamental aspect of brand marketing matters more than ever, right now. Organizations find themselves under growing pressure to globalize brands, campaigns and go-to-market strategies almost instantly. The temptation is to do so by outsourcing language to AI, commoditizing communication and narrowing expression around a few standardized terms and tones. When we do this, language becomes functional, differentiation disappears, and audiences notice. In a research study this year, 82% of consumers said that they could spot AI-generated content – and 52% disapproved of that content. It may not be as spectacular as Braniff’s misstep – but it’s still damaging.
Why words matter more than ever
Working for DeepL, I get to see the impact of brands that take a different approach. Our mission is to enable better communication across languages, by helping marketers understand how their messaging lands and revealing the cultural nuances and codes that they can work with. I’ve watched businesses use our technology to embed cultural personalization into their localization strategies at scale. They’re able to bring their brand tone and brand vocabulary to life in every language, scaling global communications while never losing their essence, differentiating themselves in ways that resonate, wherever they are.
It’s hard to come away from reading Brand Global, Adapt Local without the conviction that this type of cultural intelligence is growing in value. In a modern, global economy, doing the minimum to make your brand visible and understood is no longer enough. If you want your brand to fulfil its potential everywhere, you need to take an active interest in every culture where you operate.
It starts with language. It’s the code for unlocking cultures and finding your brand’s role within them. That’s something every marketer should be enthused about.
Register today for our upcoming webinar, "Words matter: how to build a brand that resonates everywhere", to learn:
Why language is now considered one of the most strategic brand assets
Key strategies for driving impactful messaging that resonates locally
How to leverage Language AI to scale your messaging