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Managers of global brands often have to strike a balance between effective positioning in each country and a consistent global strategy. Asia Research Online published our story on how a leading personal care brand can identify the best global benefit area and the most effective way to claim it in each country. Get examples of region-specific differences in claims preference and practical tips on how to build claims that are effective in every region.
How to create high-potential global marketing messages
“At the core of every effective marketing message is a truly resonant value proposition, one that is articulate and compelling. That tenet holds true no matter where in the world a message is propagated. But what resonates as a “true value proposition” can differ based on the geographic and cultural context in which it is being shared.
As part of a recent meta-analysis conducted by the marketing research consultancy SKIM, researchers set out to discover how four key characteristics of effective messaging perform in select global markets. Those characteristics are: promise value; emphasize the key benefit first; be specific; and create differentiation. It is generally understood that by writing messages that include these four characteristics, marketers can boost the likelihood of a message performing strongly in the market. However, with more brands and products acting on a global scale, it bears asking how these four common characteristics can be most effectively applied to messaging across differing markets.
Building on previous results of a meta-analysis of messages in Western Europe and the U.S., SKIM conducted a follow-up study of messages in Latin America (covering countries including Brazil, Argentina, Colombia and Mexico) and Asia (covering China, India, Thailand, Philippines, Indonesia, Vietnam and Japan). The results confirmed there are indeed similarities, providing the possibility for developing global messages that resonate in different countries around the world. However, the analysis also uncovered important differences among consumers in the regions. There are certain opportunities for creating effective marketing messages by specifically leveraging Latin American and Asian consumer preferences but there are potential pitfalls that need to be avoided as well. Global brands should be aware of these differences and similarities in order to create effective messages in these markets…”
