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Is H.C. Andersen bad for business?
Modern Marketing's Toughest Culture Gap
Is H.C. Andersen bad for business?
Two of the greatest brand names Denmark has ever produced (LEGO and H.C. Andersen) aren’t, for most non-Danes, associated with Denmark. And that’s a lucky thing.
Here’s the home truth about Hans Christian Andersen: he’s great for children and philosophers. But, as far as supporting Denmark’’s image as an innovative, commercially savvy force in the international arena, H.C. should probably be hidden from view rather than gloriously promoted.
Why? Because we foreigners have treasured H.C. in our hearts since we were children. His world is one of princes and princesses, and soldiers in brightly painted uniforms alongside dark castles with even darker dungeons. In the way that childhood experiences form lasting impressions, this old, quaint world has come to stand for the essence of continental Europe in our adult minds – tempered but largely unchanged by information from newer ages.
Remember how Arnold Schwarzenegger was in “Twins” with Danny De Vito? Clearly stronger, more intelligent and more moral than Danny’s brash American style. But, despite his smarts and his strength, he was anything but savvy. Instead, he would say and do all the wrong things, clumsily unaware of how things are done in the English-speaking world. Not appearing appropriately cool on first impression, Arnold had to work much harder to earn recognition.
Unfortunately, that’s how many people in the English-speaking world (I’m not able to generalize on the part of other cultures) view just about anyone from Austria, Belgium, Sweden, Norway, Denmark or similar, less well-known countries. Countless TV shows have confirmed the image of the culturally unaware Euronerd (charmingly foreign Pjanki in the one with the hook-nosed friend is a good example, Mork from Ork is just another small step away). It doesn’t help, either, that people from the English-speaking world culturally "click" together, whether they’re from the USA, the United Kingdom, Australia, Canada or New Zealand.
We foreigners who work and live in Denmark know that such attitudes are a grossly exaggerated stereotype. We have quickly learned that Danes are, in fact, very capable, modern-thinking businesspeople. Of course, they can certainly be accused of being reserved, overly humble and yes, struggling to catch up with a world that has been far more internationally oriented for far longer than has Denmark. But stereotypes are what people find easiest to relate to – and they’re hard to shake off.
For example, I recall an American client who is very often in Denmark bemoaning the fact that every time a Danish manager stood up in front of his salespeople in the USA, the audience would switch off almost automatically, not believing that what was said could be sufficiently up-to-date in their world.
The truth of the matter may well be that the truly "clumsy" people are, in fact, from the English-speaking world (witness the common term "the Ugly American"). But the English-speaking world’s brand of business savviness has already been established - cultural clumsiness isn’t enough to seriously damage that image.
While Danes may never completely rid themselves of the "Hansi the cobbler" image, we shouldn’t make things worse for ourselves in the international business environment by actively promoting our country with Hans Christian Andersen’s old-fashioned world. Or rather, we shouldn’t think we’re supporting our business image by investing in such promotion.
The same principle may well apply to two of our other national brands – LEGO and the royal family. Together, these three strong and lasting impressions work against efforts to portray Denmark as an international center of innovation, of advanced technology, of sharp business ideas that help to shape the future.
That said, Hans Christian Andersen remains a deep cultural treasure, an investment in the hearts and minds of children all around the world. He’s a dear old guy and we wouldn’t want to be without him.