Death to American ‘Brand Colonialism’

Why Americans Need to Think Globally If They Want Their to Brand Survive Locally.

There’s an old joke that begins with a series of questions about multi lingual skills and ends with the answer to the question ‘What do you call someone who speaks only one language?’ Of course the punch line is ‘American’.

Over the years, I’ve worked with many great global brands, whose brand owners may or may not be American. But when their regional representatives assemble, the Americans always seem to be the loudest voice. Because they've represented the largest and most profitable market for their brand, Americans have developed an overwhelming sense of hubris. So much so that, in many cases Americans are not only the most vocal, but also have de facto double duty as the regional and global brand stewards.Thus, many ’global’ decisions reflect purely American sensibilities and the ‘rest of the world’ goes along like ‘brand colonists’, even speaking English.

But the ‘colonists’ are no longer powerless. As the middle class in Asia explodes, the American market has shifted from growth engine to cash cow. Suddenly, the Chinese, and others from developing countries have as much power and influence in branding decisions as Americans.

 But like so many Empire leaders of the past, the Americans seem reluctant to hand over the reigns to the colonists. Instead, I’ve seen them attempt to pre-empt the process by creating their own ‘global’ brand strategies. Strategies that are seemingly similar to the existing American strategy.  Strategies that seem pretty blind to other cultures.

But Americans (and any other parochially-minded global brand owners) who continue down this path will find their brand to be extinct in the not so distant future.

In fact, embracing a global point of view will not only serve the good of the brand today in developing markets, but it will also serve the future of the brand in America.

Why? Because brands that can find universal relevance crossing borders in the world today will be able to find universal relevance crossing cultures in the America of tomorrow. For tomorrow’s America will be a multi-cultural America in which whites will be a minority, and the values of Baby Boomers will be long forgotten; A multi-cultural American in which the ‘General Market’ no longer exists, and is replaced by a ‘Total Market’, in which insights into Hispanic, Asian and other cultures will be critical for success.

Brands that can’t find a universal brand truth, in a multi cultural America will run the risk of eroding their value, by losing focus as they develop multiple campaigns to appeal to different audiences.

 So, American brand leaders, why not get on an airplane and start immersing yourself in other cultures? Why not start embracing this future now by listening to and learning from your colleagues from other markets? Why not work collaboratively to ensure that you have a universal idea that has enduring relevance beyond a single audience or generation?

And who knows? You might even learn another language!

Note: The Author is a ‘Recovering American’ who has lived abroad and visited over 20 countries on 5 continents.  While her grandparents and mother were bilingual, she speaks only English and ‘Taxi Japanese’.