Culture & Brand-Building | The misinterpretation of facial expressions.


By Dian Hasan | March 21, 2010

Culture provides a fascinating insight into the clear and subtle nuances that give a group of people their identity.

One could argue that culture is also determined by common sense and logic, such as the habit of opening one’s shoes before entering a house. But there’s more to culture, especially when it relates to brand-building.

The role of Culture in Brand-Building is indisputable.

Admittedly, we’ve all heard about its utmost importance, but seldom do we really understand until we are faced with situations that involve business people from other cultures. In our globalized world of today, one doesn’t need to deal business and travel to distant shores to commit a cultural faux pas (a cultural blunder).

Culture drives human behavior, touching every aspect; from language, customs, habits, body language, dining manners, facial expressions, social etiquette, the concept of time… even the way we drive.

What many people fail to understand is the POWERFUL MEANINGS that different cultures attach to seemingly mundane daily things we often take for granted, like Color, Symbols and Signs, among others.

The greater challenge today is no longer how people from the West & East, North & South interact and forge business relationships. But how the business landscape has changed, because business is color and country-border blind. So, you’ll have unique interactions between people of different cultures that was a alien concept just a few years ago; the Argentinian and the Armenian, the Bangladeshi and the Belgian, the Chinese and the Cameroonian, the Dane and the Dominican.. everyone’s doing business with whomever and culture is inescapable.

Because Brands have no borders! But Brand-Building requires a basic understanding of cultures, which is crucial in communicating brands across different cultures, and being CULTURALLY ON-CODE, and in tune with the local customs!g_indo-111.png”>The greater challenge today is no longer how people from the West & East, North & South interact and forge business relationships. But how the business landscape has changed, because business is color and country-border blind. So, you’ll have unique interactions between people of different cultures that was a alien concept just a few years ago; the Argentinian and the Armenian, the Bangladeshi and the Belgian, the Chinese and the Cameroonian, the Dane and the Dominican.. everyone’s doing business with whomever and culture is inescapable.

Because Brands have no borders! But Brand-Building requires a basic understanding of cultures, which is crucial in communicating brands across different cultures, and being CULTURALLY ON-CODE, and in tune with the local customs!

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
This entry was posted in Japan and tagged , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s