Intercultural marketing


Every marketing campaign begins with a time-consuming analysis of the target market. Amongst other elements, the following characteristics of the target market are researched:

  • Age range
  • Gender
  • Profession
  • Family/environment
  • Hobbies

You need to find out how best to approach the target market and how you can arouse the most emotions in that chosen market. What would be the most believable way to reach the target market? What does the target market consider particularly important?

A great amount of time and money is spent on the entire campaign and at the end everything is quickly translated into other languages.

But is the knowledge gleaned from the original target market analysis also applicable to the new target group, for whom the information has been translated? Are cultural differences allowed for?

Does the visual language of a person from the German-speaking part of Switzerland equally affect a person from the Italian-speaking part? Or would a play on words used by a person from the German-speaking part of Switzerland make sense to a person from the French-speaking part?

Switzerland is located at the intersection of three European linguistic cultures. There is therefore no doubt that cultural differences are to be expected in our country!
It has been scientifically proven that people from the German-speaking part of Switzerland, the Italian-speaking part and the French-speaking part each have their own way of thinking and living. They are affected by different images and similar topics do not necessarily arouse similar emotions. These are exactly the issues that intercultural marketing aims to address.

In order to avoid a nasty surprise at the end of a campaign, or to find a perfect play on words that works across all languages, it is advisable to consider at the beginning of the campaign if linguistic and cultural differences can somehow be united with one topic. This is what we mean by intercultural marketing.


We are happy to support you in all matters concerning intercultural marketing:

  • We check to make sure that a product name does not carry any negative connotations in the target language.
  • We clarify whether your imagery or play on words will transfer into the other languages.
  • We root out all errors in translation that may arise due to cultural differences.
  • And we analyse whether or not your message and imagery are correctly geared towards your target market.

Contact us for further information.