When working in marketing for large Western companies, there’s often a strong emphasis on maintaining a unified brand image. This is especially true for high-end fashion brands, but it also applies to B2B IT companies.
In these companies, there are strict rules about logo usage, color schemes, photos, and layouts. For instance, when a European company creates a Japanese website, it must use the same dark, neutral colors as the headquarters and feature European cityscapes and people, which may not resonate with Japanese users. Plus, the content often has to be translated into Japanese without adjusting the English content approved by headquarters, which is unlikely to have much impact in Japanese language.
This challenge has existed since the pre-Internet era, as was reflected in brochures. It’s a common struggle for local marketing.
