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Spearheading into NBU (the Next Billion Users)

Strategies for Expanding into the Next Big Growth Markets

This is a paper presented by Yingdi Qi, a recent graduate of the Global Branding and Marketing Certification (GBMC) program. This paper presents the work being produced by students of The Localization Institute’s Global Branding and Marketing program. The contents of this Paper are presented to create discussion in the global marketing industry on this topic; the contents of this paper are not to be considered an adopted standard of any kind. This does not represent the official position of Brand2Global Conference, The Localization Institute, or the author’s organization.


I. NBU and its strategic importance

Nearly one billion new users came online between 2013 and 2017; almost half of them come from 11 emerging economies in Asia, Africa and Latin America with growing populations, rapid GDP growth, increasing urbanization and expanding middle class (Sarin, Crawford, Klemp, & Sengupta, 2019). Significant number of users in those 11 emerging economies will likely also contribute to the upcoming next billion internet users by 2021 (Sarin et al., 2019).

Figure 1. Primed for growth – country population and online population of 11 emerging economies (Sarin et al., 2019)

The new generation of internet users in emerging economies is known as the Next Billion Users (NBU). The emergence of NBU has been transforming economy and culture, such as e-commerce, digital payments, sharing economy, online video ecosystem and beyond, as a result of their nontraditional needs and different user behavior in digital product/content in comparison with the first billion users (Sengupta, 2018).

Along with that trend, NBU has gradually become an intriguing topic for companies aspiring to expand beyond the saturated market and unlock new market potential.

However, expanding into NBU markets presents unique challenges due to various differences between traditional markets and NBU markets in areas such as cultural, institutional, economic, digital literacy, user needs & behavior, etc.

This paper will first examine the uniqueness and challenges of NBU markets when it comes to international expansion. It will then pick a few Google NBU products and initiatives as examples to discuss best practices companies should consider when expanding into NBU markets and unlocking market potential.

 

II. Uniqueness and challenges of NBU

Ghemawat’s CAGE distance framework succinctly outlines into 4 dimensions the ‘differences’ that a company should consider while devising cross-border strategies, including Cultural, Administrative, Geographic, and Economic (CAGE) distance (Ghemawat, 2018).

Cultural distance can be both systematic or idiosyncratic, such as different languages, social norms, values, dispositions, different ethnicities and religious beliefs, and a lack of connective ethnic or social networks (Ghemawat, 2018).

Administrative distance encompasses differences in laws, policies, and institutions that emerge from a political process and are either mandated or enforced by the government. For example, a lack of trade agreement, colonial ties and common currency, different legal system, weak legal institutions/corruption, and a lack of government checks and balances (Ghemawat, 2018).

Geographic distance includes physical distance between two countries and the presence or absence of common land border, differences in time zones and climates (Ghemawat, 2018).

Economic distance can be reflected in differences in consumer wealth and income, financial resources, infrastructure, supplier/distribution structure, organizational capabilities, economic size, low per capita income, low level of monetization, limited resources, inputs, infrastructure, complements, capabilities, etc. (Ghemawat, 2018).

Differences along the CAGE dimensions have a negative impact on cross-border interactions in general. However, those differences could also inspire waves of product & business innovation and therefore present unique opportunities for companies to unleash potential and create new value.

Aligning with the CAGE framework, expanding into NBU markets presents unique challenges. At micro level, influenced by cultural and economic differences, users in the NBU markets have different user behavior and expectations for digital device/content.

Unlike the first billion users, a vast majority of users in NBU markets possess mobile-first/only mindset, an instinct for natural interactions with devices, a demand for localized content (Sengupta, 2018), as well as much lower usage of credit/debit card (Sarin, 2019).

First, for most NBU users, a ‘computer’ is their smartphone – they never used a laptop or may never use one (Sengupta, 2018). 70% of internet users in NBU markets are relying primarily on mobile, compared with 35% of users in Germany, Japan and the US (Sarin, 2019). Instead of accessing the internet and info using a mouse and keyboard, they heavily or solely rely on phone or smartphone for queries, knowledge, job searching, or even government services such as paying for gas and electricity.


Figure 2. The next wave users are young and mobile-first (Sarin et al., 2019)

Aligning with their mobile-first inclination, the NBU users have an instinct for having natural, personal, simple, and innate interactions with devices so that they can hear, speak, see and understand. Growing up in an environment with limited or no exposure to computer or keyboard, the NBU users embrace the experience of using an app in a natural way, e.g. using their voices, as opposed to writing command lines, to get things done.

Additionally, living in a multilingual cultural with lower English literacy, the NBU users have a stronger demand of local or localized content. Over 70% of NBU users live in a country where more than 5 major languages are spoken, compared with 0% in Germany, Japan and US. The linguistic complexity in their living environment drives the demand for consuming local / localized content in languages they are familiar with.

Lastly, most NBU users are cash-dominated and have way less usage of credit / debit card or digital usage compared to developed market. Only 14% of NBU users used a credit / debit card in the past year, compared to 80% in developed markets. In African countries such as Nigeria, cash is used for more than 99% of payments; by contrast, digital channels account for more than 50% of transactions in many European countries (Manyika, Lund, Singer, White, & Berry, 2016).

As companies strategize expanding into NBU markets, taking that unique traits into account would be important for them to innovate product and service and unlock tremendous opportunities.

At macro level, in line with the unmet needs of rapidly urbanizing population and growing middle class, NBU markets possess powerful growth trends, however the growth trend is often accompanied by twists and turns that companies should watch out for and strategize accordingly.

Figure 3. Next-billion-user countries have conditions that are ripe for a surge (Sarin et al., 2019)

Trading barriers (Purnell & Mickle, 2018), lax of intellectual property (Nairobi, 2013) and weaker legal institutions/corruption (World Bank, 2018) are some of the challenging administrative factors of the NBU markets for international corporations to consider. In India, for instance, 20% tariff is imposed on products manufactured outside India and it requires single-brand retailers with more than 51% foreign-owned to buy at least 30% of Indian manufacturing materials from India vendors (Purnell & Mickle, 2018). Based on World Governance Indicators in 2017, the NBU markets ranked much lower on the percentile rank of government effectiveness, rule of law and control of corruption, with an average of 38, compared to Japan, Germany and US, with an average of 92 – score ranging 0 and 100, 0 being the lowest governance quality, 100 being the highest governance quality (World Bank, 2018).

From an economic perspective, though the NBU markets have immense growth potential, factors such as lower consumer wealth, insufficient financial resources, weaker infrastructure, smaller economic size, and lower per capita income are posing considerable challenges to companies aspiring to expand into the NBU markets (Ghemawat, 2018).

 

III. Best practices of expanding into the NBU markets

At product development level, companies need to create products and services that engage with NBU and fulfill their unmet needs. This is often based on 1) assiduous local research and observation; 2) partnering with local resources for product insight and validation; 3) building local partnership for business advancement; and 4) leveraging local content to further narrow down the gap.

For starters, companies need to observe NBU’s needs and behavior through the lens of NBU (instead of the lens of the first billion users), understand what unique challenges they are struggling with, and uncover business opportunities buried in them.

While travelling in Dhaka and Jakarta, two densely populated cities with rapid urbanization (Russell, 2019), Google Area 120 team noticed common challenges for local young job seekers – digitalization level of employers is often low; most job opportunities are not posted online but get passed on to them by word-of-mouth. However, the traffic congestion in the city often makes it challenging for them to drop hard copies of their CV/resume to the locations of employers. A lack of tracking mechanism makes it hard for them to stay apprised of the progress of their application.

Google Area 120 team sensed opportunities from observing the day-to-day challenges of locals. They then partnered with local organizations and built a mobile application called Kormo. With Kormo, employers could post their jobs in Kormo’s marketplace easily. As long as applicants have a smart phone, they could build their CV/resume in the app, be connected to the most relevant jobs based on their skills and career interests and submit info to employers right away. From submitting application, being selected for interview, to being finally hired, each step of their job application process is trackable in the Kormo. Applicants could also get access to tailored career-building suggestions / trainings in the app, which empowers their personal development and enables the economic mobility (Russell, 2019).

 

 

Image 1. Kormo app interface (Russell, 2019)

 

In addition to observing NBU behavior through NBU’s lens, companies should also partner with local resources for local knowledge building, create local customer feedback loops for real time insight and incorporate those insight in faster iterations to ensure their product would truly engage with NBU.

Neighbourly, a mobile app that allows people to ask local questions and find reliable answers from people nearby (Baki, 2018), serves as an example of how local insight enables local-driven product design and development.

In the early development phase of Neighbourly, UX research team spent hours walking the streets of Delhi, Mumbai and many smaller cities and communities to talk with people and learn about their lives and social dynamic among neighborhood. Through conversations with the locals, the team learned one pain point in line with the rapid urbanization is it’s getting harder for people to ask local questions and get word-of-mouth recommendations from their neighborhood – they are too busy to stop and chat on the street (Baki, 2018).

Listening to local people’s insight and pain points helped the product team to crystalize the problem they could solve. With that insight, the team delved into product design and development while working with local residents to conduct usability tests to validate / refine their prototypes. They sat down with participants in their living rooms and observed how participants used their product (Baki, 2018).

Through real-time feedback, the team were able to iterate faster and implement user’s suggestions to refine the product step by step. For example, they added a mic button to transcribe questions asked in the user’s local language, making the query process as natural and effortless as if they were asking a friend/neighbor. They also added a quick swipe to advance question cards so that the user experience is more fun and effortless.

 

 

Image 2. Collecting real-time feedback from users (Baki, 2018)

Staying connected to NBU’s pulse and leveraging real-time local insight for iterative improvement helps product teams to build product that well resonates with the prospective users.

Apart from partnering with potential local users for product insight, companies aspiring to enter NBU markets are also advised to collaborate with local businesses for technical breakthrough and business advancement.

Voice assistants have been gaining rising popularity in Latin America. A Global Web Index survey in Q2’2018 indicated that 43% internet users in Latin America have used a voice search tool or a voice-controlled smart assistant or speaker in the previous month (Ceurvels, 2019). Brazilians, among all, especially enjoy using voices to get things done on their phones. Less than two years after Google Assistant rolled out in Brazilian Portuguese, Brazil has risen to the Top 3 countries in terms of the number of active users (Coelho, 2019).

In view of the popularity of voice search among Brazilian users, Google has been partnering with a local company Positivo to enable Assistant on feature phones, entry-level devices targeted at people who could not afford smart phones or smart speakers. The partnership allows high technology to be combined with affordable prices to serve the needs of NBU. With Assistant button being available in the front and center of the feature phone, users of lower-end devices in Brazil will be able to use their voice to search, query, send out messages and much more. With Positivo making progress in introducing a new line of devices such as alarms, plugs and cameras, Google Assistant could help Brazilians build a smart home and interact with technology in an easy, natural and personal manner (Coelho, 2019).

Image 3. Assistant on Positivo Feature Phone (Coelho, 2019)

 Tez (now Google Pay) is an app that aims to empower cash-dominated India to ramp up on its digital payment journey. To that end, Google partnered with National Payments Corporation of India (NPCI), umbrella organization for all retail payments in India, along with most trusted banks in India to make sure the app operates on top of Unified Payments Interface (UPI) and can be used wherever UPI payments are accepted. Google also partnered with hundreds of local businesses, advertisers, online-ecommerce platforms, payment aggregators to streamline digital payment process. Merchants could engage customers directly by sharing tailored offers, setting up reminders for recurring payments, etc. (Sengupta, 2017)

Image 4. Interface of the Tez App (Sengupta, 2017)

 

Lastly, companies should leverage localization content or local content to further personalize experience and appeal to the local audience.

After viewing the large number of Indian language users coming online (whose primary languages is not English) and dearth of online content in their native languages (only 1% of what’s available in English), Google is working with Indian language publishers to leverage Al technology to render PDFs into editable text, which allows publishers to create mobile-friendly web content in Indian languages (Sengupta, 2017).

Beyond that, Google is also increasing the language coverage in existing product and services. The Search feed, for example, displays one’s favorite news from both English and Hindi sources, using AI that learns which types of stories one likes best. Marathi, along with 7 more Indian languages, will be added to Google Assistant’s language support roadmap. Additionally, a series of local people’s favorite or frequently used apps such as Airtel and Where Is My Train will be made available through the convenience of voice control (Sengupta, 2017).

At macro level, though NBU markets have huge untapped potential, in order to fully tap that potential and prosper in the NBU markets, companies will need to overcome many barriers and make sustained commitments.

Despite great progress being made in infrastructure enhancement (e.g. improved 3G, 4G network coverage), data and smartphone affordability and accessibility of technology, barriers to widespread Internet use remain throughout NBU markets (Sarin, 2019). Companies thus need to build resilience when expanding into NBU markets, thinking big and investing for the long haul.

For example, to ensure NBU could get access to faster, reliable Wi-Fi and achieve monetization, Google has been partnering with local government organizations, network operators, large public venues and beyond to integrate up its value chain. Google Station, an end-to-end platform rolled out in Nigeria, Brazil, Thailand, India, Philippines, Mexico, and Indonesia, allows NBU local partners to establish high-quality, sustainable Wi-Fi networks while monetizing the public Wi-Fi through advertising.

Additionally, companies also need to invest in local community and build positive local image. In an executive survey among international companies with African businesses, high-performing companies are twice as likely to invest actively in the local communities they operate and serve and thus improving their chances of being recognized as a good corporate citizen and securing a place at the table with government (Leke, Chironga, & Desvaux, 2018). Grow with Google, a series of free training, products and tools designed to help local people secure a job and grow their business was launched in 2015. It has reached 5 million people across Africa and the Middle East over the 4 years and brought positive impact to local people who went from being unemployed to founding their own agency and businesses (Brittin, 2019). Providing what the community truly need and thinking big about how to solve them helps a company to be surrounded, loved and protected by the local community (Leke et al., 2018).

Just as important, in NBU markets where the institutional environment is weaker, companies need to manage relationships with government and stick to their value. When the policy and regulatory playing field is unfair and imperfect, companies should uphold their value of fairness and integrity and actively seek chances to work with government to simplify regulation and build a robust legal framework (Leke et al., 2018).

In the meantime, in a digital-first environment with small number of barriers to entry, large number of entrepreneurial opportunities to both local and international companies and relatively lax protection of intellectual property (IP), companies should stay alert and be extra mindful when it comes to protecting their IP (Sarin, 2019).

The uniqueness of NBU markets poses unique challenges and precious opportunities for companies who aspire to expand beyond saturated market, unleash business innovation and tap the untapped potential. The challenges may seem dauting but can be solvable fortunately. With empathy, mindfulness, strategy, wisdom, integrity, sustained commitment plus a sense of belonging to the wider NBU community, companies are more likely to conquer or work around the unique challenges and uncover the huge business opportunities.

Author Bio: 

Yingdi Qi works on the Product Localization Strategy team at Google. Her passion is the convergence between culture, design, technology, and international business. She enjoys using analytical and creative thinking to help products communicate internationally and enhance our way of living through localization, international product design, and cultural adaptation.

 Connect with Yingdi:

On LinkedIn

On Twitter

Email Yingdi: yingdi.qi[at]gmail.com

The GBMC wonderfully connects the dots of localization, globalization and global business expansion and provides one a fresh perspective of the dynamics between them. I was fascinated by topics such as the CAGE framework, consumer psychology, and global influencer, along with the carefully-picked real-life examples from Dr. Singh’s interviews with industry practitioners. With this key, you can open the door of the global branding and marketing more easily!
Learn More 
If you are interested in learning more about the Global Branding and Marketing Certification please click here.

 

 

 

References:

[1] Sarin, P., Crawford, D., Klemp, A., & Sengupta, C. (2019, February 25). Where will the next big wave of internet users come from? Retrieved October 06, 2019, from http://www2.bain.com/story/next-billion-internet-users/index.html

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[29] Sengupta, C. (2017, September 18). Introducing Tez, a mobile payments and commerce app from Google. Retrieved June 16, 2019, from https://india.googleblog.com/2017/09/introducing-tez-mobile-payments-and.html

[30] Sengupta, C. (2017, December 05). Google for India: Building India-first products and features. Retrieved June 16, 2019, from https://www.blog.google/technology/next-billion-users/building-india-first-products-and-features/

[31] Sengupta, C. (2017, December 05). Google for India: Building India-first products and features. Retrieved June 16, 2019, from https://www.blog.google/technology/next-billion-users/building-india-first-products-and-features/

[32] Sarin, P., Crawford, D., Klemp, A., & Sengupta, C. (2019, February 25). Where will the next big wave of internet users come from? Retrieved October 06, 2019, from http://www2.bain.com/story/next-billion-internet-users/index.html

[33] Google station. (n.d.). Retrieved June 16, 2019, from https://station.google.com/

[34] Leke, A., Chironga, M., & Desvaux, G. (2018). Build Resilience for the Long Term. In Africa’s business revolution: How to succeed in the world’s next big growth market. Boston, MA: Harvard Business Review Press. [Kindle version]. Retrieved from Amazon.com

[35] Brittin, M. (2019, May 09). Grow with Google: Ten million people trained, Here’s what’s next. Retrieved June 16, 2019, from https://www.blog.google/around-the-globe/google-europe/grow-google-ten-million-people-trained-heres-whats-next/

[36] Leke, A., Chironga, M., & Desvaux, G. (2018). Build Resilience for the Long Term. In Africa’s business revolution: How to succeed in the world’s next big growth market. Boston, MA: Harvard Business Review Press. [Kindle version]. Retrieved from Amazon.com

[37] Leke, A., Chironga, M., & Desvaux, G. (2018). Build Resilience for the Long Term. In Africa’s business revolution: How to succeed in the world’s next big growth market. Boston, MA: Harvard Business Review Press. [Kindle version]. Retrieved from Amazon.com

[38] Sarin, P., Crawford, D., Klemp, A., & Sengupta, C. (2019, February 25). Where will the next big wave of internet users come from? Retrieved October 06, 2019, from http://www2.bain.com/story/next-billion-internet-users/index.html

 

Figures and Images

 [Figure 1] Sarin, P., Crawford, D., Klemp, A., & Sengupta, C. (2019, February 25). Where will the next big wave of internet users come from? Retrieved October 06, 2019, from http://www2.bain.com/story/next-billion-internet-users/index.html

[Figure 2] Sarin, P., Crawford, D., Klemp, A., & Sengupta, C. (2019, February 25). Where will the next big wave of internet users come from? Retrieved October 06, 2019, from http://www2.bain.com/story/next-billion-internet-users/index.html

[Figure 3] Sarin, P., Crawford, D., Klemp, A., & Sengupta, C. (2019, February 25). Where will the next big wave of internet users come from? Retrieved October 06, 2019, from http://www2.bain.com/story/next-billion-internet-users/index.html

[Image 1] Russell, B. (2019, March 11). Kormo, an app helping young job seekers find work, launches in Jakarta. Retrieved June 16, 2019, from https://www.blog.google/technology/area-120/kormo-app-helping-young-job-seekers-find-work-launches-jakarta/

[Image 2] Russell, B. (2019, March 11). Kormo, an app helping young job seekers find work, launches in Jakarta. Retrieved June 16, 2019, from https://www.blog.google/technology/area-120/kormo-app-helping-young-job-seekers-find-work-launches-jakarta/

[Image 3] Sengupta, C. (2017, December 05). Google for India: Building India-first products and features. Retrieved June 16, 2019, from https://www.blog.google/technology/next-billion-users/building-india-first-products-and-features/

[Image 4] Sengupta, C. (2017, September 18). Introducing Tez, a mobile payments and commerce app from Google. Retrieved June 16, 2019, from https://india.googleblog.com/2017/09/introducing-tez-mobile-payments-and.html

 

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This is a paper presented by Lucy Kirmond, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing […]

Ladies Have a Say!

This is a paper presented by Olesia Semenets, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing […]

Messaging hierarchy in native Russian women’s apparel websites and in localized websites: possibilities and missed opportunities

This is a paper presented by Ekaterina Howard, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing […]

5 Ways Teams can Approach Quality Control in Localization

This is a paper presented by Andy Andersen, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing […]

I need a hero! Companies taking political stands in digital media

This is a paper presented by Stéphanie Guimond, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing industry […]

Global Digital Marketing Localization Certification: Double your expertise in Record Time!

The fastest, most convenient way to hone your skills for Global Digital Marketing and Localization Combining cutting-edge digital media engagement skills and a global mindset to synthesize your company’s brand message across distinct geographic and social markets is one of the most challenging and demanding jobs in business. Instead of seeing it as a task […]

Emotional Connection: The Importance of the Voice and Tone in Social Media for Global Growth

This is a paper presented by Monica Rodriguez, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing […]

How the political environment can impact your international marketing or international business endeavors.

This is a paper presented by Valeria Barbero, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing […]

Localization and Global Online Marketplaces: Challenges and Solutions

  This is a paper presented by Mandi Ciocca, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

Going Global at Scale: Content Generation Templates for International Marketing

This is a paper presented by Vladimir Zhdanov of Alibaba Inc. The contents of this Paper are presented to create discussion in the global marketing industry on this topic; the contents of this paper are not to be considered an adopted standard of any kind. This does not represent the official position of Brand2Global Conference, The […]

Evaluation​​ of​​ the​​ Salesforce​​ Websites

This is a paper presented by Kanae Standard, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing […]

Neural Learning and Its Effects on Google Translate

This is a paper presented by Jill Goldsberry, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing […]

THE GEOGRAPHY OF MARKETING

This is a paper presented by Chinedu Mkpuluma, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing industry […]

HubSpot implements an International Spanish strategy to target multiple Spanish-speaking audiences

This is the final paper presented by David Chaves, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

Principal Issues in European Union Website Localisation

This is the final paper presented by Giuseppe Forte, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

How to Approach Going Global in a Digital World

This is the final paper presented by Geraldine Trefethen, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

A Case Study of McDonald’s Failed Rice Dishes in Taiwan

This is the final paper presented by Wendy Wei Chang Spadavecchia, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in […]

Do Consumers Really Want Localized Global Digital Content?

If you are expanding across diverse and evolving markets – you most likely have a global content plan in place or are looking to implement a strategy for 2017. How can you look to your local markets to improve the conversation you have with your consumers? Today’s insights come to us from Dr. Nitish Singh […]

The Next Frontier in Global Marketing: Social Media Marketing for International Markets

This is the final paper presented by Esther Curiel, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

Ciena’s Localization Challenges and How We Overcame Them

This is the final paper presented by Eric Dillow, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

Universal Spanish: A Necessary Evil?

This is the final paper presented by Rocío Cordero, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

How Does Terminology Impact a Brand’s Global Ambitions?

This is the final paper presented by Kirsten M. Meinertz , a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in […]

Rising to the Challenge – Culturally Customizing Digital Content in the Middle East

This is the final paper presented by Ossama Nabil, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

Localization Insights into Norton Website

This is the final paper presented by Takako Sakashita, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

When Privacy and Accessibility Touch Global Marketing

This is the final paper presented by Jorge Carrillo, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

Client and Language Service Provider as a Team: Pooling Experience to Create a Successful Digital Marketing Localization Model

This is the final paper presented by Anita Wilson, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

What’s in a Name? Building and Protecting Your Brand Online

This is the final paper presented by Alex Anderson, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

Cross-Cultural Brand Success – Top 10 Translation & Localization Tips – Downloadable Ebook

Launching a marketing campaign in a new market or expanding an existing campaign into other language markets can be a tricky affair. Without a keen cultural eye, even the best planned campaign can falter – even if it has enjoyed previous success in other markets. Acclaro recently released an eBook, Cross-cultural Brand Success: Top 10 Translation […]

SDL Downloadable Ebook: The Blueprint for Global Content Marketing

Did you know that 71% of the global market prefers a language other than English? Shouldn’t your marketing content be available to global customers and prospects in their preferred language? Download this eBook and learn: Tips for creating global-ready content Best practices for globalizing even the most challenging of content (including video and customer endorsements) […]

Why Target’s Localization Strategy Failed in Canada: A Commentary

This is the final paper presented by Giovanna Patruno, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

Translation Crowdsourcing and Quality

This is the final paper presented by Kathy Vanichkorn, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

Cultural Issues in Video Games Localization: Balancing Expectations Between the General Public and Core Gamers

This is the final paper presented by a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global marketing industry […]

How Employee Activation Can Improve Your Social Marketing Strategy

Join Michael Brito and other digital mavericks at  the 2016 Brand2Global Conference in Silicon Valley – Preconference workshops and networking starts September 27th , Main Conference September 28-29th. Smart brands are activating employees as media to reach new audiences in social, extend the reach of organic content and humanize their brand. Many refer to this as employee advocacy. I […]

Ciena’s Globalization and Localization Journey

This is the final paper presented by Chinedu Mkpuluma, a recent graduate of the Global Digital Marketing and Localization Certification (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s Global Digital Marketing and Localization Certificate program. The contents of this Paper are presented to create discussion in the global […]

Moving Beyond Silos: The Making of a World Class Global Marketing Professional

Welcome to the kickoff of Brand2Global’s updated 2016 Brand Insights by Dr. Nitish Singh , Associate Professor International Business & Director Program Innovations at the Boeing Inst. of International Business, St. Louis University and Co-Organizer of Brand2Global Conference. In the 20th century, we realized the full effects of the Industrial Revolution, with accelerated industrial production and urbanization, […]

WEBINAR ON DEMAND: Why We Shouldn’t Translate Marketing… And Why We Do It Anyway.

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 […]

BQ TALKS With Lidia Lüttin, CMO at Bynder

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.

A Guide To Globalisation: Balancing Global Messaging With Local Relevancy

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.

Why We Shouldn’t Translate Marketing… And Why We Do It Anyway

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.

WEBINAR ON DEMAND: Microsoft Global Readiness – Diverse Cultures, Many Languages, One World.

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 […]

Interview With Brand2Global Keynote, Manfred Gotta

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 […]

Digital Listening Is Expected – Global Understanding Is Required

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 […]

Cultural Customization Of Digital Media: An Imperative

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.

Identifying “Swiss Army” Partners In Digital Globalization

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?

Global Branding And The Non-Profit Organization

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 […]

Webinar- Leveling The Playing Field With New Age Global Marketing

The Brand2Global Webinar Series returned on April 8 with the presentation “Leveling The Playing Field With New Age Global Marketing,” featuring Ajit Sivadasan (VP/GM at Lenovo.com). Each month, we feature a different speaker(s) from a respected global brand, agency, or academic institution. These global marketing practitioners will detail the challenges they have faced and solutions […]

How To Use Mobile To Grow Your Global Business

This is an excerpt of the full article by Jamie Turner,  CEO of 60 Second Communications, published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. Not long ago, a study by the 60 Second Marketer found that, on a global basis, there were more mobile phone owners than there were toothbrush owners. That […]

Influencer Insights: Ajit Sivadasan of Lenovo

This is an excerpt of the full interview between Fiona Vesey and Ajit Sivadasan, VP/GM of Lenovo.com and the Keynote speaker for Brand2Global 2014, published in Brand Quarterly Magazine. I recently had the pleasure of a ‘virtual sit down’ with the driven, yet humble Vice President / General Manager of Lenovo.com, Ajit Sivadasan. Known by his […]

Shifting From Marketing To Customers: To Mattering To People

This is an excerpt of the full article by Sharon Johnson,  CEO of RE:PURPOSE and Kate Cox, Managing Partner – Strategy at Havas Media, published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. Today’s marketing leaders are incentivized to seek the economies of globalized branding strategies. Global unity requires compromise, collaboration and a type […]

Top 10 Multimedia Localization Best Practices For Latin America

This is an excerpt of the full article by Fabiano Cid, Managing Director of Ccaps Translation and Localization, published on BrandQuarterly.com. Every day, more and more business managers and professional communicators look for resources to localize multimedia content for Latin America. Considering the expense of producing the content, and the size of the potential customer […]

A Localized Global Marketing Strategy

This is an excerpt of the full article by Dr Nitish Singh, Associate Professor of International Business at Boeing Institute of International Business at Saint Louis University, published on BrandQuarterly.com. Finding the balance between standardization and localization of the web content is one of the preeminent dilemmas that companies face when tapping international markets. Many […]

Global Brand Management Is The Management Of Feedback

This is an excerpt of the full article by Prof. Dieter Georg Herbst,  Head of the Post-MBA “Digital Brand Management around the World”, Berlin University Of The Arts, Career College, published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. A look at any newspaper, magazine or television programming gives the impression that the world has become […]

Influencer Insights: Susie Hamlin Of Cisco

This is an excerpt of the full interview between Fiona Vesey and Susie Hamlin, Director of Global Strategy & Advocacy at Cisco, published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. It was my pleasure recently to spend some time talking with Susie Hamlin, Cisco’s Director of Global Strategy and Advocacy. As the leader […]

Sailing The Seas Of Social Media

This is an excerpt of the full article by Lars Silberbauer,  Global Director of Social Media & Search at LEGO, published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. There are two ways of doing marketing, the traditional way and the social way. The traditional way can be compared to launching a rocket ship […]

Social Data As A Gift To Localised Marketing

This is an excerpt of the full article by Brianne Moore & Katie Rigby-Brown,  Business Consultants at SDL, published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. How does a global organisation manage to execute a marketing campaign across 30+ markets while keeping its story in line with the global brand positioning; and retain […]

Going Beyond Borders And Boundaries

This is an excerpt of the full article by Bruno Herrmann,  Director of Globalization at The Nielsen Company, published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. “The rest of the world” has to become “most of the world” in today’s global marketing mindsets and practices! Another executive statement that is easier said […]

Trends In Customer Loyalty

This is an excerpt of the full article by Kyle Clark,  Vice President – Loyalty Solutions Global Product Development at MasterCard, published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. How many loyalty programs are you a member of? Better yet, how many of those loyalty programs do you actually participate in? Why do […]

Influencer Insights: Rashmi Schaefers of SAP

This is an excerpt of the full interview between Fiona Vesey and Rashmi Schaefers, VP of Content Services & Localization at SAP, published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. In talking with Rashmi Schafers (VP of Content Services & Localization at SAP) it was abundantly clear she has a true passion for […]

Adapt Or Die: How To Best Approach Web-Localization Efforts

This is an excerpt of the full article by Julio Leal, Head of Localization at Ciena, published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. Adaptation is all about survival. If a website is to survive and succeed, it needs to adapt constantly – the alternative isn’t an option. But what happens when a […]

WEBINAR – Picasso Meets Galileo: The Art and Science of Brand Execution

The inaugural Brand2Global Webinar features Susie Hamlin, Director of Global Strategy and Advocacy at Cisco delivering her presentation “Picasso Meets Galileo: The Art and Science of Brand Execution.” Webinar Abstract: “How do you gather the insights necessary to be locally relevant in every market you serve? How do you ensure global consistency in the development […]

WEBINAR – Global Marketing Resource Management

About this Seminar This Brand2Global Webinar features Romek Jansen [(VP, Product and Partner Management at BrandMaker GmbH and Editor in Chief (MarketingGovernance.com) delivering his presentation “Global Marketing Resource Management.” The webinar was recorded on June 18, 2014. Webinar Abstract “Marketing Resource Management (MRM) and Marketing Process Optimization (MPO) are the key to maintaining consistent brand communication […]

WEBINAR – How to Put Mobile Marketing to Work for your Global Business

The 3rd Brand2Global Webinar features Jamie Turner (CEO, 60 Second Communications) delivering his presentation “Getting Beyond the Hype: How to Put Mobile Marketing to Work for Your Global Business.” The webinar was recorded on May 14, 2014. Webinar Abstract: “Mobile marketing comes in many forms — as websites, apps, banner ads, QR codes, paid search […]

Behind The Curtain: Brand Quarterly Talks With Brand2Global Founder Ulrich Henes

This is an excerpt of the full interview published in the Brand Quarterly & Brand2Global ‘Global Marketing’ Special Edition. ……   We recently had the opportunity to have a ‘virtual’ sit-down with Ulrich Henes, the founder of the Brand2Global conference. Read on to discover what makes him tick; and of course, find answers to the […]

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