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Blog - Hello. I'm Localized Content. And I'm Brand Consistency.

Hello. I'm Localized Content. And I'm Brand Consistency.

posted 2007-02-05 11:25:30
by Andrew Thomas

OK. I have a secret to reveal. It's something I've kept hidden for a very long time. Even though I've never fully converted by way of buying a replacement laptop or desktop, I am a closet Apple fan. There. I've said it. A burden has been lifted already. I love my iPod and ever since OS X was released, I've been increasingly tempted to make a permanent switch. I also love those wonderfully clever Mac vs. PC ads. They make me laugh every time. Sure they're unfair to Windows, but they touch on some core beliefs about computer users in general. There's the stuffy, old-school user that doesn't know how to have any fun, represented by the PC of course. And there's the hip, even if somewhat unkempt, creative type representing the Mac. Just to jog your memory, I YouTubed the original commercial:

Mac vs. PC - United States

Funny right? But Apple has a problem here. They are a global company, like all major enterprises out there. This means they have to advertise in all markets, domestic or international. Here's where things get tricky. How do you translate something that's inherently localized? Apple can't show this version in Japan. Even if they provided subtitles, much of the humor would be lost, and their Japanese consumers wouldn't identify with these two guys. And Apple really wants you to identify with these guys. Either you're unhip using a PC, so you need to go out and buy a Mac. Or you're already using a Mac and are therefore cool (and have no reason to ever go back to boring PCs). And let's face it, everyone wants to be cool. That's an idea that translates into any language. So here's where Apple gets smart about their localization efforts. They maintain the brand identity and the cool factor, but translate everything else:

Mac vs. PC - Japan


That alone would be impressive, but they show their localization savvy even more by realizing that language isn't everything. Across the pond, my fellow English-speaking Brits might not readily identify with the original U.S.-centric Mac and PC either. Sure they wouldn't have the language problem, and most of the humor would still work, but it wouldn't work as well as a more localized version:

Mac vs. PC - United Kingdom


Notice how in every version of these ads, the two guys look very similar (but not exactly the same) as their regional counterparts. The dialogue is unique, but they are all conveying the same idea: Mac = cool, PC = boring. I say all of this, not to inspire everyone to rush out and buy a Mac (though I'm sure Apple won't mind this particular blog post). I just want to point out that many marketing departments take the wrong approach to localization. Often it seems to be treated with an all-or-nothing approach. Either headquarters dictates a "global brand identity" and forces regional departments to translate their messaging (which rarely goes over well in those regions), or the regional departments create their own messaging from scratch, losing any brand consistency. However, if you drill down to the core concepts underlying your message, you don't have to sacrifice localization or brand consistency.

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