Monday, June 25, 2007

Brands, lost in translation?

The the more you look at media brands, "En Español", you get the feeling something is missing. The character and personality of the original seems to have been lost somewhere in the translation. Here are I few pointers that we have run into on their way to the "weaknesses" box on the brand´s SWOT analysis chart:
  • The content tends to be incoherent and muddled. There is a lack of the authority, authenticity and enthusiasm that made the original brand so compelling, engaging and different. This is exacerbated when local content is developed and local producers and presenters are contracted, who have not come through the formative brand culture.
  • When you look at how people are interacting (or not) with them, audiences seem have difficulty relating to any central brand essence or DNA.
  • Some claim to have found a "special audience niche". OK but to add value, niche brands need develop deep relationships with their audiences across a number of platforms and interactive channels.
  • So, there is no clear strategy for partnering with brands: advertisers, sponsors, or marketing partners. In other words, limited options for growing revenues.
  • And without that, you have to question the basic business model that was supposed to be driving the Global Brand Plan in the first place.
So, pity the brand that gets lost in translation. It must be a weird and frustrating place!

No comments:

Post a Comment