I had the pleasure of keynoting the luncheon for one of my favorite organizations, TiE-DC (The Innovative Ecosystem). Over President's Day weekend, TiE-DC conducted its annual charter member retreat in in Puerto Rico. The retreat was part networking and part socializing.
In terms of socializing, as we were exploring the island, I was a sponge soaking in and soaking up culture and landmarks. Some of our highlights were night kayaking in the Bioluminescent Bay, El Yunque (rain forest), Old San Juan, and El Conquistador Hotel (see below for some personal pictures). In terms of business, I was fascinated by the vast amount of fast food restaurants.
Traveling to Europe and now to Puerto Rico (for those of you unaware, Puerto Rico is a Spanish-speaking Territory of the United States. All street signs are in Spanish), sales and marketing messages are nearly identical to the United States--all trying to appeal to the emotional side of us. The international messaging has consistent imagery, consistent words, and the intended emotional response is consistent with United States branding and messaging. Of course, localization in terms of culture, gender, race, language, traditions, etc. is paramount and evident.
Kentucky Fried Chicken (part of Yum! Brands) is a example of great branding. Picture 1 shows us that from a distance, you have the recognizable icon of Colonel Sanders, the KFC logo, and KFC red color scheme. Getting up close, picture 2 shows us that you are in a Spanish speaking area with !Mismo Gran Sabor! Picture 3 reinforces the Spanish speaking aspect while showing us some localization unique to Puerto Rico. Click on the small pictures below to view larger versions.
Wherever travel takes you, look around. What do you see? If you work for a large organization that has a national or international presence, can you see, feel, touch, hear, and smell the branding and messages? If you work for a smaller organization, look for the same attributes in competitors. Guaranteed, there is something for all of us to learn.
Personal Pictures (click for larger version). From the left, El Yunque (rain forest); view from the El Conquistador Hotel, Old San Juan fort, and advertisement showing an aerial view of the fort.
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