As a member of a multi-cultural studio, working on international projects, I daily experience and insist on the importance of intercultural collaboration. Better yet, I even teach the intricate context of intercultural business to students at RMIT Vietnam.

So in regards to the specific topic of superstitions, I felt the need to take a step back and analyze how they will hurt Vietnamese brands in the near future, all the while acknowledging the authenticity of culture and making sure to not position this article as one which picks apart certain cultural practices and traits.

Today, another prospect walked in with a design request. This major retail brand identified a need to improve its in-store signage and merchandising assets. But the brand set up years ago, did not have current brand guidelines. Also, a rebranding attempt by another agency failed three years prior to this brief. This time, the brief was focused on applications only, but the owner was refusing to include the ancient logo in the brand revamp effort. The reason shared with us was that the owners had personal Feng Shui beliefs, following which changing their logo would be bad for their fortune.

Of course, this scenario is not uncommon in 2017 Vietnam.

The first lesson to branding experts and other consultants is that access to Vietnamese leaders can prove difficult. The mission carriers are usually delegates: marketing managers or procurement managers. Most of the time, they are not used to questioning the owner’s directions.

Consequence: developing a network at the highest level is mandatory, in order to develop a direct relationship with owners and founders of brands.

Source: How superstitions will hurt Vietnamese Brands. | Vu Quan Nguyen | Pulse | LinkedIn

About the author

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Sign Up for Our Newsletter

Get notified of our weekly selection of news

You May Also Like

TAT and Thai Vietjet Air sign letter of intent to promote tourism to Thailand

Thai Vietjet Air will operate the largest flight capacity between Vietnam and Thailand when it doubles the frequency of its flights between Ho Chi Minh City and Bangkok – planned to happen this month – to up to six flights per week.

Vietnam’s Border Reopening and Implications for Businesses

Visitors are still required to have a negative COVID-19 PCR test before arrival. Further, Vietnam no longer differentiates between unvaccinated and vaccinated travelers, and all travelers must adhere to the same entry requirements. 

Vietnam’s Economy to Benefit Most from RCEP: World Bank

A recent report from the World Bank offers a thorough analysis of…