To translate or not to translate? Local Ad-agency or marketing teams are much better suited for crafting relevant local copy for marketing campaigns; they understand the local culture and they aren’t restrained by being “true to the source.” The conundrum that enterprises are facing though, is they just can’t afford the cost, time, and resource investment to have a marketer in every local. For the enterprise, translations isn’t about getting your message into local language, [...]
Lidia Lüttin is a digital marketing specialist with expertise and an eye for innovation in global marketing strategy and research and is currently the Chief Marketing Officer of Bynder. Let’s get talking – global brands, automation and marketing to marketers… with Lidia Lüttin.
For global organisations, embracing market diversity, attitudes, and cultural preferences has long since ceased to be a ‘nice to have’ element that sat passively behind the global brand strategy; it is now an essential part of any brand program. The rise of ‘glocal’ (global vs local) campaign preparation and localisation has become the imperative.
At Dell we have built a world class e-commerce and marketing translation program; delivering best in class quality (and value) for our spend. We have a robust Ad Agency – Internal Marketing – Translation workflow, and yet, we (the translation process) still fail to deliver to expectations much more often than we would like.
Online, local relevance is important, but so is the global experience. How do you stay on-brand while enabling meaningful, locally appropriate, market-ready scenarios? Join Paige Williams and Michelle Privat Obermeyer from Microsoft, to learn about Microsoft's new Center of Excellence called Global Readiness. They’ll describe the building blocks for the CoE and share how the corporate marketing team puts these principles to practice when vetting local campaigns for brand and global readiness. They’ll highlight experiences and lessons [...]
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 [...]
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 [...]
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.
Like Swiss Army knives, ‘one-stop’ shop agencies can provide digital marketing and brand leaders with multi-functional support in challenging global environments and help them move faster with lighter bags. What should you consider when choosing one?
This is an excerpt of the full article by Françoise Hovivian, Senior Vice President of Global Programs at Valente, published on BrandQuarterly.com. Are the typical brand management and international marketing issues faced by a powerful for-profit company the same as those navigated by an international non-profit organization? Do non-profit organizations need to worry about a global branding strategy, website conversions, or visitor metrics? In short, yes. Let’s take an in-depth look at how one non-profit [...]