17 08, 2015

A Guide To Globalisation: Balancing Global Messaging With Local Relevancy

By Andrew Vesey|2015-08-19T12:45:48+00:00August 17th, 2015|Tags: , , , , |

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.

14 08, 2015

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

By Andrew Vesey|2015-08-19T12:49:09+00:00August 14th, 2015|Tags: , , , , |

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.

27 07, 2015

Interview With Brand2Global Keynote, Manfred Gotta

By Andrew Vesey|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 Andrew Vesey|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 Andrew Vesey|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.

25 05, 2015

Global Branding And The Non-Profit Organization

By Andrew Vesey|2015-07-05T14:00:35+00:00May 25th, 2015|Tags: , , , , |

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 [...]

10 09, 2014

How To Use Mobile To Grow Your Global Business

By Andrew Vesey|2014-09-10T08:32:19+00:00September 10th, 2014|Tags: |

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 may be hard to believe, but it’s true. Equally surprising is the fact that in many Western European countries, the [...]

10 09, 2014

Influencer Insights: Ajit Sivadasan of Lenovo

By Andrew Vesey|2014-09-10T08:25:18+00:00September 10th, 2014|Tags: , |

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 team as their ‘Chief Web Guy’, Ajit is also the keynote speaker at Brand2Global 2014. Thanks Ajit for taking the [...]

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