Things to know
Language
Language is the way people connect with each other. In any language, the verb is the most powerful word, because it provides context, action and meaning for the nouns, participles and adjectives. Unlike English where the verb is often in the middle of a sentence, in Japanese, the verb is always at the end of sentences. So, if one thinks in Japanese, but speaks English or uses English translators, there can be a high incidence of misunderstanding. People who think in Japanese must wait for others to finish sentences in order to understand what they intend. English speakers are not used to having to let others catch up and tend to expect responses from others more quickly. In Latin languages, like French, Italian or Spanish the verb can often be found at the start of a sentence, which makes the difficulty of communications greater between people who think in Latin languages and those who think in Japanese. Different language creates a different way of thinking. It is not always true that an English speaker thinks in English. Japanese people hear in English but think in Japanese, and need much time to translate in order to understand what they hear and prepare to speak out. If enough time is not given with respect for the "translator", the chance to connecting and understanding each other is compromised. This helps explain why there are many difficulties in achieving understanding between people.
What we should do?
1. Adopt a new frame of reference
What we have been doing for brand-building is thinking about other markets from inside of our own border. Think Global/Act Local has been the norm. However, this is a geographic concept and does not provide an ideal perspective for brand-building globally today in a more connected, transparent world. We need a more objective frame-of-reference to reflect the new context of a globalized communications world. "Think Like the Sun" allows us to think across the borders, to reflect greater communications transparency, to look at the concept of different cultures and not to be so biased by where we stand. It requires brands / marketers to act as true global citizens, and global brand-building to be more sensitive to multiculturalism.
To communicate with the different cultures, Symbols, Sounds and Visuals have much value because they cut across the handicaps that language differences have. The idea is important for advertising industry, and we do in that way to communicate with consumers. A brand that has big recognition among much connected people acquires huge synergy in brand-building, and it makes the brand strong. The fact reminds us of the need to have cultural sensitivity and local relevance. Symbols, Sounds and Visuals are amazing because they work to simplify the task
What is extremely important in the business is seeking collaboration, and seeking understanding from partnerships in business dealings. Today, more people are able to be connected with each other than any time in human history. It means creating ideas from cultural understanding has more consequence and will generate more value.
What we have been doing for brand-building is thinking about other markets from inside of our own border. Think Global/Act Local has been the norm. However, this is a geographic concept and does not provide an ideal perspective for brand-building globally today in a more connected, transparent world. We need a more objective frame-of-reference to reflect the new context of a globalized communications world. "Think Like the Sun" allows us to think across the borders, to reflect greater communications transparency, to look at the concept of different cultures and not to be so biased by where we stand. It requires brands / marketers to act as true global citizens, and global brand-building to be more sensitive to multiculturalism.
2. Symbols, sounds and visuals will have more value in communicating ideas
To communicate with the different cultures, Symbols, Sounds and Visuals have much value because they cut across the handicaps that language differences have. The idea is important for advertising industry, and we do in that way to communicate with consumers. A brand that has big recognition among much connected people acquires huge synergy in brand-building, and it makes the brand strong. The fact reminds us of the need to have cultural sensitivity and local relevance. Symbols, Sounds and Visuals are amazing because they work to simplify the task
3. Collaboration
What is extremely important in the business is seeking collaboration, and seeking understanding from partnerships in business dealings. Today, more people are able to be connected with each other than any time in human history. It means creating ideas from cultural understanding has more consequence and will generate more value.
Think Different, Think Like the Sun, to act as global citizens.
