27 07, 2015

Interview With Brand2Global Keynote, Manfred Gotta

By |2015-07-27T04:42:00+00:00July 27th, 2015|

This is an excerpt of the interview with Brand2Global Keynote presenter Manfred Gotta of Gotta Brand, published in the 2015 Brand Quarterly & Brand2Global 'Global Marketing' Special Edition. We recently had the opportunity to connect with 2015 Brand2Global keynote speaker and Germany’s “King of Names”, Manfred Gotta – a worldwide leader in the art and science of naming new products and brands. After building up Interbrand Deutschland, Manfred founded his company, Gotta Brands, in 1986. Working [...]

5 07, 2015

Digital Listening Is Expected – Global Understanding Is Required

By |2015-07-05T14:02:49+00:00July 5th, 2015|Tags: , , , , |

This is an excerpt of the full article by Bruno Herrmann, Director of Globalisation for The Nielsen Company, published on BrandQuarterly.com. Digital is global by nature, not by default. This could be the mantra or the one-line manifesto for leaders having to deal with digital globalization today. Any digital property can give a business and a brand the needed global presence to reach out to most of the world. Yet it is up to you [...]

5 07, 2015

Cultural Customization Of Digital Media: An Imperative

By |2015-07-05T13:42:52+00:00July 5th, 2015|Tags: , , , , |

Gone are the days when you could simply translate your current website or digital media and instantly compete on the global market. Every business with an online presence has the opportunity to be successful globally. So now is the time to consider the benefits of cultural customization over basic translation.