3 09, 2014

Shifting From Marketing To Customers: To Mattering To People

By |2014-09-03T23:12:52+00:00September 3rd, 2014|

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 of participative decision making that seems to run counter to marketing to the always-on ‘consumer’, driving an insatiable need for [...]

29 08, 2014

Top 10 Multimedia Localization Best Practices For Latin America

By |2014-08-29T12:50:52+00:00August 29th, 2014|Tags: , , |

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 base in this region, chances are your company is joining the trend. While the idea of reaching over 600 million [...]

29 08, 2014

A Localized Global Marketing Strategy

By |2014-08-29T12:51:56+00:00August 29th, 2014|Tags: , , |

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 times companies, either due to lack of coherent global marketing strategy or for cost/efficiency reasons choose to standardize their marketing [...]

29 08, 2014

Global Brand Management Is The Management Of Feedback

By |2014-08-29T12:52:16+00:00August 29th, 2014|Tags: |

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 a village with a population of like individuals. Differences have disappeared and the ones that still exist, won’t for much [...]

20 08, 2014

Influencer Insights: Susie Hamlin Of Cisco

By |2014-08-20T14:49:52+00:00August 20th, 2014|Tags: , |

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 of the team responsible for gathering global insights and ensuring the ‘one voice’ messaging of Cisco’s advertising, brand and digital [...]

20 08, 2014

Sailing The Seas Of Social Media

By |2014-08-20T14:42:52+00:00August 20th, 2014|Tags: |

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 where social media marketing is more comparable to negotiating the wind in with a sailboat. In traditional marketing you plan [...]

20 08, 2014

Social Data As A Gift To Localised Marketing

By |2014-08-20T14:33:04+00:00August 20th, 2014|Tags: , , |

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 the message that cultures and distinguishing characteristics of consumers are valued? Experienced global marketers have been searching for the answer [...]

20 08, 2014

Going Beyond Borders And Boundaries

By |2014-09-25T17:10:22+00:00August 20th, 2014|Tags: , |

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 than done… For global audiences, the world is a global village.  For globalizing clients it is a global marketplace.  For [...]

30 07, 2014

Trends In Customer Loyalty

By |2014-07-30T21:03:12+00:00July 30th, 2014|Tags: , |

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 you participate in the loyalty program of Brand A, but not Brand B? These questions may seem simple, however a [...]

30 07, 2014

Influencer Insights: Rashmi Schaefers of SAP

By |2014-09-30T14:45:30+00:00July 30th, 2014|Tags: , |

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 sharing her knowledge and expertise in the localization field. Rashmi allows us a window into her years of experience, managing [...]

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