Using Symbols for Impactful, Cross-Cultural Branding
The challenges presented to marketers by the diverse youth population are compounded by 20th century technology, which has made the internet, cell phone and pager important and accessible communication tools for New Consumers. They have grown up with these advancements, are comfortable with them, and can afford their hefty price tags.
As a result of this highly-networked community, these kids relish information—they have easy access to it from a variety of sources, and put a high value on their discoveries. They have opinions and enjoy making statements as individuals through a variety of media. These devices allow them to speak with their peers locally, nationally, and around the globe on a daily basis, sharing their likes, dislikes, opinions and world views.
The speed and extent of this information dissemination has important ramifications for brand messages, made more critical when one remembers the language and cultural barriers they increasingly encounter in delivery. It is a little like the telephone game many of us played as children, only on a more massive scale. The first person begins with what they believe to be a clear and well thought out statement, but by the time it is passed down the chain to the last it has become completely muddled.
Unfortunately, retailers, manufacturers, and advertisers must rely on this "telephone tree" more and more to promote brands and products. As recent studies on the youth market suggest, word of mouth is one of the fastest and most effective means of disseminating information about new products among kids while maintaining brand allure and cache. It speaks to their desire for discovery—suggesting the underground, the unearthed. Recalling the statements made at the beginning of this article, it is no surprise that the internet has played a significant role in this development, both by giving teens access to information as well as a means of sharing it. It has also made the individual one of the most powerful tools in message transmission and transformation, both good and bad. These kids are indeed storytellers, and spokespeople for your brand.
Interestingly, this phenomenon has far-reaching historical precedent. The archetypal storyteller has been a figure of our global consciousness since the days when information and traditions were passed on orally and through ritual. Stories were carried among the populace and down through generations as lore or fables. Moral-laden tales of heroism and deceit were communicated through various forms of entertainment, with music added to aid memorability and accuracy.
As true today as it was then, accuracy and detail are, unfortunately, just as likely to be lost as kept. Hundreds and thousands of years ago, the messages of these stories were altered over time: certain themes grew in importance while trivial details were muted or dropped off altogether, or vice versa. Today, misinformation is just as prevalent within the setting of the internet and e-mail as it was within folklore, but occurs at an even more rapid pace. The diversity of the youth populace, who use the tools comfortably and at growing rates, further confounds the problem.
Synchronously, a solution presents itself with equal historical precedence and documented success—symbology, the science and language of symbols. Nike's "swoosh," Calvin's "ck," and McDonald's golden arches are just a few contemporary examples.
To limit misinformation about brands and products, reach a broad range of diverse young consumers, express complex messages and values and communicate these ideas with the speed kids have come to expect, it is of utmost importance to be clear, concise, dynamic and graphic. As hieroglyphics painted and etched thousands of years ago continue to clearly express ideas and beliefs to 21st century citizens, symbols are an immediate yet comprehensive way of embodying a brand, its story, and its values in contemporary society. A pictorial or abbreviated representation is easily transmitted and adapted to different experiences and cultural contexts—they can express themes that have value and meaning for a diverse populace but which don't compromise groups or individuals.
Certainly, using symbols or abbreviated text does not guarantee that brand philosophy and product information will not be misinterpreted or dismissed. Even with the use of symbols, your philosophy must ring true with your target customer. Many brands struggle because they tell stories which have no relevance to their core consumer, or become muddled with multiple messages. Symbols can only be a successful communications tool if the brand framework, both its identity and belief system, is strong. However, with this foundation in place, symbols can cement and magnify a brand story by keeping it clearly defined and consistent, yet innovative—qualities which give it the best chance for success and survival in the fickle youth marketplace.
As our earliest form of written communication, the pictorial symbol to this day remains one of the most dependable forms of recognition between different cultures or groups. Tried, true, and reliable, their use is increasingly relevant at the dawning of the 21st century when we are overrun with information and messages are easily distorted.
In the past, communication most often occured within the confines of a certain preconceived idea or context, relying on this framework as the basis on which to build stories and convey them. However, diversity and technology have eliminated or at least stretched the limits of these contexts. The New Consumer, who communicates across these boundless platforms through the increasing prevalence of technology in their daily life, is particularly vulnerable to and influenced by this lack of reference. Symbology is at once a timeless, global, mutable language, one which speaks to their sophisticated expectations.