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05-13-2014, 06:54 PM
For Marketers, 'One-Size-Fits-All' Doesn’t Fit in Latin America
http://rack.2.mshcdn.com/media/ZgkyMDE0LzA1LzEzLzYzL0JyYW5kX1NwZWFrLjdkMzlhLmpwZw pwCXRodW1iCTU3NXgzMjMjCmUJanBn/ea1e2696/940/Brand_Speak-1.jpghttp://rack.3.mshcdn.com/assets/feed-tw-df3e816c4e85a109d6e247013aed8d66.jpg (http://twitter.com/share?via=Mashable&text=For+Marketers%2C+%27One-Size-Fits-All%27+Doesn%E2%80%99t+Fit+in+Latin+America&src=http%3A%2F%2Fmashable.com%2F2014%2F05%2F13%2Fb rand-marketing-latam%2F%3Futm_campaign%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_cid%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_medium%3Dfeed%26utm_source%3Drss)htt p://rack.1.mshcdn.com/assets/feed-fb-fdab25e3700868c9621fb03b7fd07c38.jpg (http://www.facebook.com/sharer.php?u=http%3A%2F%2Fmashable.com%2F2014%2F05 %2F13%2Fbrand-marketing-latam%2F%3Futm_campaign%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_cid%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_medium%3Dfeed%26utm_source%3Drss&src=sp)
The world’s biggest brand marketers are seizing the opportunities that LatAm presents as a booming and emerging digital market (http://mashable.com/2013/11/06/latin-america-digital-infographic/?utm_medium=feed&utm_source=rss), but many of them make the mistake of taking a one-size-fits-all approach to the entire region
Effectively scaling a brand in LatAm requires — at a minimum — a critical understanding of cultural nuances, a keen awareness of differences by country, k**wledge of formality of tone of voice, and comprehension of the intricacies of each country’s legalese and history
See also: 13 Tech Companies That Set Up Shop in Latin America (http://mashable.com/2013/12/11/tech-latin-america-brandspeak/?utm_medium=feed&utm_source=rss)
Localized and even regionalized campaigns have proven successful in influencing LatAm markets, as evidenced by brands including McDonald’s (http://mashable.com/category/mcdonalds/?utm_medium=feed&utm_source=rss), Coca-Cola (http://mashable.com/category/coca-cola/?utm_medium=feed&utm_source=rss) and PUMA (http://mashable.com/category/puma/?utm_medium=feed&utm_source=rss). Read more... (http://mashable.com/2014/05/13/brand-marketing-latam/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)
More about Marketing (http://mashable.com/marketing/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Latin America (http://mashable.com/category/latin-america/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), and Brandspeak (http://mashable.com/category/brandspeak/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)http://feeds.feedburner.com/~r/Mashable/~4/S7LNG0OOBXw
http://rack.2.mshcdn.com/media/ZgkyMDE0LzA1LzEzLzYzL0JyYW5kX1NwZWFrLjdkMzlhLmpwZw pwCXRodW1iCTU3NXgzMjMjCmUJanBn/ea1e2696/940/Brand_Speak-1.jpghttp://rack.3.mshcdn.com/assets/feed-tw-df3e816c4e85a109d6e247013aed8d66.jpg (http://twitter.com/share?via=Mashable&text=For+Marketers%2C+%27One-Size-Fits-All%27+Doesn%E2%80%99t+Fit+in+Latin+America&src=http%3A%2F%2Fmashable.com%2F2014%2F05%2F13%2Fb rand-marketing-latam%2F%3Futm_campaign%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_cid%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_medium%3Dfeed%26utm_source%3Drss)htt p://rack.1.mshcdn.com/assets/feed-fb-fdab25e3700868c9621fb03b7fd07c38.jpg (http://www.facebook.com/sharer.php?u=http%3A%2F%2Fmashable.com%2F2014%2F05 %2F13%2Fbrand-marketing-latam%2F%3Futm_campaign%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_cid%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_medium%3Dfeed%26utm_source%3Drss&src=sp)
The world’s biggest brand marketers are seizing the opportunities that LatAm presents as a booming and emerging digital market (http://mashable.com/2013/11/06/latin-america-digital-infographic/?utm_medium=feed&utm_source=rss), but many of them make the mistake of taking a one-size-fits-all approach to the entire region
Effectively scaling a brand in LatAm requires — at a minimum — a critical understanding of cultural nuances, a keen awareness of differences by country, k**wledge of formality of tone of voice, and comprehension of the intricacies of each country’s legalese and history
See also: 13 Tech Companies That Set Up Shop in Latin America (http://mashable.com/2013/12/11/tech-latin-america-brandspeak/?utm_medium=feed&utm_source=rss)
Localized and even regionalized campaigns have proven successful in influencing LatAm markets, as evidenced by brands including McDonald’s (http://mashable.com/category/mcdonalds/?utm_medium=feed&utm_source=rss), Coca-Cola (http://mashable.com/category/coca-cola/?utm_medium=feed&utm_source=rss) and PUMA (http://mashable.com/category/puma/?utm_medium=feed&utm_source=rss). Read more... (http://mashable.com/2014/05/13/brand-marketing-latam/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)
More about Marketing (http://mashable.com/marketing/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Latin America (http://mashable.com/category/latin-america/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), and Brandspeak (http://mashable.com/category/brandspeak/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)http://feeds.feedburner.com/~r/Mashable/~4/S7LNG0OOBXw