8 hilarious global branding fails

Branding can make or break a business. And in today’s world, where everything is available at the touch of a button, it’s integral to remember the importance of globalisation. When a business looks to expand into different countries, one of the main factors that executive must take into account is cultural transition.

What’s funny in the UK may be offensive in India – what’s seen as poetical in Russian may be awkward in French. It’s understanding the differences between each country’s milieu that allows a national brand to become a global household name.

Speaking on the importance of keeping a strong brand in mind, Catherine Piddington, Owner and Founder of Piddington Jam, revealed exclusively to Business Grapevine why marketing is essential to modern corporate strategy.

“Branding is essential,” she said. “It isn’t solely about logo recognition; it’s your company’s personality. It’s the world and lifestyle you create that supports your product and makes you stand out from your competition: website; design; commentary; social media; advertising etc. are all individual ways to reach your customers and each must tell a consistent story with the same beliefs and ethos. All together they create your one strong voice and personality, which in turn engages the public and hopefully turns them into customers.”