When one brand can be many brands
But is still one brand
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Few weeks ago I went to a marketing event. And the speakers where some of the bests in their field: from banking to retail, AI, beer or erotic toys.
They didn’t just “sell their thing”, but gave an interesting approach to their marketing, branding and creativity.
My favourite one? Bertus, Creative Director at VICIO… a restaurant specialized in burguers.
Yes, burguers.
And yes, they have a Creative Director.
There is more: he was one of the first hirings from the founders.
This fact by himself would have awaked my interest, but his talk was great and the main focus was this:
One big idea.
Many faces.
For me, that’s what localization is about. Of course there is one big idea (brand). Same values and fundamentals whatever the marker is. But that brand has many faces, as many as markets.
Imagine you are working for a company that use humour in their communication and is a big value in the company. They use it in their marketing, since is their one big idea.
But that sense of humour is different depending on the market. They might play dad jokes in Spain because it works, but more subtle jokes in UK, for instance. They might find a perfect space for it on a TV show in Italy that doesn’t match 100% the style in Japan.
Netflix is a perfect example of the above: in Spain, they started to play some dark humour to promote some shows. This worked great, so they kept a similar style for years. Jokes that are good for the Spanish market… but might be censored in other countries.
One big brand. Many faces.
Your work as a localization copywriter is to understand the big brand, understand your specific market and develop the local face.
Market-in
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Outside the desk
Where the magic really happens.
🎉 I just turned 33. This means a lot of jokes about the age of Christ, way too many drinks over the weekend and some little and nice presents.
🚲 I’m getting back at biking to travel within the city (Valencia is flat and perfect for it). I have to improve my orientation, but rest is good.
📚 I printed out +100 pages about philosophy for the modern world. Is gonna be a interesting reading, will share some insights in next issues.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙