From BDO to LBDO: The Importance of Clear Branding

If you’re studying for your professional exams then my guess is that you’re interested in business. Some of you may also be interested in golf but what has become apparent is that a number of golf supporters are not interested in business and in particular have not heard of BDO.

BDO, the 5^th largest global accounting network with over $14 billion of annual revenue sponsor Billy Horschel, the current number 33 in the world golf rankings with nearly $40 million of career earnings.

A recent incident involving Horschel underscores the importance of thorough branding checks.

Horschel wore a cap displaying BDO’s logo during this month’s British Golf Open. However, whilst the BDO logo is normally made up of blue letters and a red line on the left and bottom of the letters, the logo on the hat was all white. This led some viewers to misinterpret it as “LBDO” instead of BDO.

Upon searching for “LBDO”, golf fans stumbled upon an Australian company selling, how can we put it discretely, but toys for consenting adults. This led to some golf fans thinking that Horschel was being sponsored by an adult toys supplier, leading to a certain amount of confusion.

This incident highlights a crucial aspect of branding: the clarity and readability of logos and brand messages. Even well-established companies can face public relations challenges if their branding elements are not carefully reviewed and tested across different contexts. For ACCA students, this example illustrates the necessity of anticipating how branding can be perceived and misinterpreted.

The Importance of Clear Branding

Effective branding requires meticulous attention to detail. A brand must be easily recognisable and unambiguous. This means considering various factors, including:

1. Font Choice and Readability: The typeface used in branding materials should be clear and legible. Complex or overly stylised fonts can lead to misinterpretation, as seen with the BDO logo.
2. Colour Scheme: Colours convey emotions and associations. However, certain colour combinations can impact readability. It’s essential to test branding materials in different lighting conditions and formats.
3. Cultural Sensitivity: Brands operate in a global marketplace, making it vital to understand cultural nuances. A logo or tagline that is harmless in one culture might be offensive or misunderstood in another.
4. Comprehensive Testing: Before finalising branding elements, extensive testing should be conducted. This includes seeking feedback from diverse groups to identify any potential issues.

Real-Life Branding Blunders

To further illustrate the potential pitfalls of branding, the following are some real-life examples where companies experienced unintended consequences due to branding mistakes.

1. Pepsi’s Slogan in China

In the 1960s, Pepsi launched a campaign in China with the slogan “Come Alive with the Pepsi Generation.” However, the translation was botched, and the slogan came across as “Pepsi Brings Your Ancestors Back from the Dead.” This translation error not only confused consumers but also offended cultural sensibilities.

2. Gerber in Africa

Gerber, known for its baby food products, faced a branding mishap when it expanded into Africa. The company used the same packaging as in the U.S., featuring a picture of a baby on the label. However, in many African countries, it is customary to put pictures of the contents on the label. Consumers were horrified, thinking the jars contained ground-up babies.

3. Electrolux in the U.S.

Swedish vacuum manufacturer Electrolux made a mistake when entering the U.S. market. Their slogan, “Nothing sucks like an Electrolux,” was intended to highlight the powerful suction of their vacuums. However, in American slang, “sucks” has a negative connotation, leading to unintended humour and a perception of poor quality.

Lessons for Business Students

These examples underscore several critical lessons for business students:

1. Thorough Market Research: Understanding the target market’s language, culture, and consumer behavior is essential. This includes being aware of slang and colloquialisms that might alter the intended message.
2. Professional Translation Services: When expanding into new regions, invest in professional translation and localization services. This ensures that slogans, product names, and marketing materials convey the correct message.
3. Visual Testing: Conduct extensive visual tests for logos and packaging. This includes assessing readability and potential misinterpretations in different contexts and languages.
4. Feedback Mechanisms: Create feedback loops with diverse consumer groups before launching branding materials. This helps identify potential issues that might not be obvious to the marketing team.

Conclusion

Branding is a powerful tool that shapes consumer perceptions and drives business success. However, as illustrated by the above examples, even the smallest oversight can lead to significant public relations challenges. For business students, these examples serve as a reminder of the meticulous care required in branding.

In an increasingly globalised market, the importance of clear, culturally sensitive, and thoroughly tested branding cannot be overstated. By learning from past mistakes and implementing robust branding strategies, future business leaders can build strong, positive brand identities that resonate with consumers worldwide.