For example, if you’re a car manufacturer and you’re advertising the reliability of your new model, then choosing a slogan that alludes to harsh weather conditions and is accompanied by an image of your car triumphantly plowing through deep snow will not resonate in a country with mostly desert. You will need to portray reliability—both linguistically and graphically—in a way that is relevant to locals.
You will also want to check if the name of your product is appropriate in the other country or if it possibly has a negative or comical connotation in the other language. And if your slogan is a wordplay that makes sense in your language but not in that of the other country, the slogan will need to be recreated with different words that convey the same message.
Sometimes the context of your marketing won’t work in another region: if you manufacture athletic gear and you put the flag of a country on your sneaker in honor of that country’s 40th national day, then this concept may miss its intended purpose if feet and shoes in that culture are associated with dirt.
Or the priorities of your target market in one culture are different from the same target market in another culture. It’s always wise to design your marketing content and campaign based on current research data on your local target audience. If and where priorities vary as a result of cultural differences, you need to adjust your content and strategy accordingly.
Marketing content that isn’t appropriate and relevant in all aspects for the respective market will be ineffective at best; or turn into a PR nightmare at worst.