A better understanding of foreign markets, consumers, trends, and societal evolutions around the world has become more important than ever. With the rise of nationalism in key markets like China, India, Brazil, and Korea, we observe revivals of local cultures, and national pride movements, possibly tarnishing the aura of the West and impacting the perception of Western brands. Even in Western markets like the United States, minority cultures and identities and the growing polarization of American society may not be clearly understood by European brands. Cultural mistakes can be detrimental to brands’ image, especially in a growing context of cancel culture. Here, branding agencies play a crucial role in enhancing brands' cultural intelligence globally and domestically by navigating diversity authentically.
“As our world is getting less Western-centric, international brands have to take into account the cultural specificities of foreign markets and consumers. We believe that (multi) cultural relevance nurtures creativity and will become a strategic competitive asset for companies", shares Laurence Lim, Founder of Cherry Blossoms.
Cherry Blossoms also conducts regular assessments of cultural nuances and organizes specialized masterclasses ('Closer to China', 'Closer to America', 'Closer to India'), to develop teams’ cultural intelligence of foreign markets: local mindset, aesthetics, lifestyle, consumer culture, and values.
An All-encompassing Approach
Cherry Blossoms also conducts comprehensive brand cultural audits to assess their perception among local consumers. These 2–3-month projects involve a 360-degree evaluation of how the brand aligns with local cultural sensibilities and industry trends. “Combining insights from consumer perceptions and cultural nuances, our company meticulously develops strategic recommendations aimed at strengthening the brand's positioning and fostering long-term consumer loyalty", signifies Laurence.
Also to note, Cherry Blossoms recognizes the imperativeness of incorporating local insights into branding strategies while maintaining consistency and authenticity. Here, the clients understand the necessity of adapting their messaging, imagery, and campaigns to align with cultural nuances and significant events in various regions. For instance, acknowledging and celebrating cultural festivals like Chinese New Year or Diwali has become standard practice for brands targeting these markets.
Moreover, when developing branding strategies for clients, the company’s approach to cultural research and analysis is multifaceted, incorporating various methodologies and frameworks. Here, the company prioritizes understanding the cultural nuances and preferences of the target audience to ensure its strategies resonate effectively. One key framework the company employs is cultural resonance assessment, which involves gauging the level of cultural relevance and engagement with local audiences.
“This assessment is not purely quantitative but rather measures the qualitative resonance our recommendations generate. For instance, when selecting brand ambassadors or evaluating social media engagement, we analyze how well brand content bridges the gap between the local culture and Western brands’ identity", highlights Laurence.
Aligning Local Culture with Brand Narrative
Furthermore, by meticulously crafting strategies that embrace and integrate local culture with the brand narrative, Cherry Blossoms aims to foster meaningful connections that transcend mere consumption, driving sustained engagement and loyalty.
Cherry Blossoms’ mission is to turn brands’ cultural intelligence into a key competitive advantage
Over the past decade, Cherry Blossoms has strategically evolved and has expanded beyond its initial focus on Asia, particularly China. And if we look back five to seven years, the company has broadened its reach to engage with diverse cultures and markets across continents. This commitment to intercultural branding has led to new territories which include the United States, the Middle East, Europe, China, and key Asian hubs like Korea, Japan, and India.
Robust Roadmap Ahead
“Going forward, we aim not just for business transactions but to educate and empower our clients with cultural intelligence. Our mission is to fill the void between European and non-Western cultures, foster mutual understanding, and raise creativity. Education emerges as a key pillar of our future roadmap. “There is an ethical issue for brands in a world where nationalism, societal polarization, and identity withdrawal are on the rise: their societal responsibility is to foster dialogue and reconcile cultures”, concludes Laurence.
Laurence Lim, Founder & Managing Director, Cherry Blossoms Intercultural Branding
Laurence Lim brings over 15 years of cultural marketing expertise, specializing in helping luxury brands connect with Asian and other foreign market consumers. After promoting diversity and equal opportunities for the French government, she launched Cherry Blossoms in Hong Kong in 2008, later expanding the business to New York City. As a sought-after keynote speaker on China and marketing, she collaborates with renowned groups such as KERING, RICHEMONT, LVMH, and L’OREAL. Her ambition is to bridge the East-West cultural gap and enhance brands' cultural intelligence to foster increased creativity.
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