The online marketplace has revolutionised how we shop online. They give people a single destination from which they have access to a myriad of brands and products – the concept is as old as time, of course, but instead of Harrods, Westfield and Walmart we’re talking about Amazon, Etsy, and eBay.
Evoking sensations, cognitions, and behavioural responses in your customers is the very pinnacle of executing brand experiences well.
There are approximately 6,500 spoken languages in the world today, so it’s perhaps unsurprising that things can go wrong when brands try to internationalise their branding. From one country’s culture to another, translating marketing campaigns abroad can be a veritable linguistic minefield.