Session 1: Globalizing Snackable Content To Enhance Micro Experiences Locally

International customers receive, perceive and consume content throughout their journey, from when they look for information to the moment they become active users and proud ambassadors. Therefore it is paramount to create, localize and customize content to meet the requirements and aspirations tied to their multiple facets. In order to create immersive experiences within regions and countries it is crucial to speak to customers linguistically, culturally and functionally when and where customers want it. Therefore...

Session 2: Globalizing From The Inside Out

International expansion used to mostly be the domain of large companies, the kind with deep pockets to fund their global growth. In a digital world, going global can still be slow-moving and tricky, but now globalization is accessible to companies of any size.   In this online reality, inbound marketing now helps growing organizations to easily attract customers from all over the world. It’s a secret weapon that companies of any size can use to...

Session 3: Making Positive Change Around The Globe

Global branding has long transcended the for-profit sphere. Today, social enterprises and not-for-profit organizations are equally sophisticated about managing and building their reputations to effectively land their missions and create positive impact in the world. At the same time, they are also having to adapt to new forms of collaboration and learn how to best leverage social media to sustain and grow their global presence. Hear directly from Kirsten Suto Seckler, Special Olympics CMO, and...

Session 4: Code & Play. Lenovo Drives Audience Engagement Through Gamification Of Coding Education

Lenovo shares with the audience how they were successful in reaching and inspiring young people and adults alike, across the globe, to learn coding through an online game experience. Presenters will be using examples from Lenovo’s Game State: Code & Play program to highlight best practices in implementing this global program through localization. Lenovo will also discuss program results and lessons learned. Audience members will learn how Lenovo was able to leverage strong partnerships and...

Session 5: Managing Brands in the Trump Era: Not for the Faint-Hearted

Trump’s election, Brexit and the rise of populist autocrats all over the world herald a new era dominated by mistrust, conflict and nostalgia, if not widespread pessimism. Everything will be affected – including how organisations manage their brands. Will brands look to avoid controversy or will they be compelled to take a position on big social themes, and become politicised along the way? In this new era, brands are being forced to re-think their strategies...

Session 6: The Global Brand at Risk: Leading Markets in the Era of Anti-Globalization

“The Global Brand at Risk: Leading Markets in the Era of Anti-Globalization” Global Brands generally are at risk from competitors and/or economic downturns. However, with top markets like the United States, the United Kingdom and others turning inwardly on a populist platform, how do today’s international marketers sustain, let alone grow, their Global Business interests? Our panel of experts from different sectors reflect on their experiences and explore optimal paths forward. Take Aways:  Multiple perspectives...

Session 7: Optimizing Global Marketing Budgets: The Global Segmentation Tool

Multinationals are struggling with the idea of how to best reach global consumers. Some firms try to find the elusive global consumer segments to optimize their marketing budgets, but most firms face the harsh reality of offending global consumers by not investing in a good localization strategy. This presentation will provide global marketers a “Global; Segmentation tool” to effectively identify the global consumer segments based on their global and national identities. The implementation of this...

Session 8: How Customization, Cultural Competence and Local Advocacy Can Help Bring Authenticity To Your Marketing Campaigns

In this session, GoPro and SDL will share the success they had in collectively moving beyond localization and re-thinking how to bring authentic storytelling to non-English audiences.   Return to the Agenda

Session 9: Reaching Global Audiences Through Storytelling

Storytelling has grown to become one of the most exciting and important tools to drive brand affinity and connect with customers on a deeper level. Using Vistaprint as a case study I will share success and failures in our journey from relying solely on direct marketing to integrating storytelling into our global communications. Hear why a good story alone is not enough and how to drive true value from it. Take Aways: 1) Why storytelling...

Session 10: Johnson & Johnson’s ACUVUE: Global Human Insights – Local Business Success

How did the world’s largest contact lens brand find a global brand story that connected emotionally with consumers around the world?  Learn how ACUVUE conducted global emotional insight research and then used it to develop and launch a successful new global campaign idea. Presenters will share 7 principles for Global/Local success. Presenters: Fritz Grutzner, Founder & President of Brandgarten & Jayme Maultasch, EVP Deutsch   Return to the Agenda

Session 11: Keeping It Simple Is Complicated

Keeping it simple is complicated.  Innovating and building brands in large organizations is a difficult endeavor and not for the faint of heart.  It’s not enough to have the next big idea – you have to be able to get it through a skeptical organization that is conditioned to seek out and destroy weird things.  Whether it’s developing a new manufacturing model for clean-label products or developing a new marketing approach for an existing brand,...

Session 12: Gatorade: Building a Globally Relevant Sport Brand

While sport is one of the ties that binds us globally, each country naturally has their own differences and cultural nuances. So, how does a U.S. brand so deeply ingrained in its own country’s athletic history become a major player around the world? Move beyond traditional American sports, tapping team, league and player partnerships that have global appeal. Gatorade Global Head of Marketing, Anuj Bhasin, can talk to how the brand has done this with...

Session 13: Find Your Global Voice

Your organization’s brand guidelines probably include a page or two about your voice. They might describe your brand voice as friendly and conversational, authentic and trustworthy. But just as your business is unique, so are each of your global markets. How well does your voice travel? How does your voice translate when you take your product to France, where language is more formal? Or Brazil, where it’s more casual? In this session, we’ll share our...

Session 14: Has Local Killed Global?

Has Local Killed Global?   As cultures blur and customers crave for local experiences, it’s a time of big questions for global brands. – How can my brand stay relentlessly relevant in every market? – How can I drive fast moving local conversations without losing central control?     From a virtual technology company that partners with local Formula1 races, to a cosmetics giant embedded in different cultures & ethnicities, Global Marketing Leaders confront their...

Session 15: Growing Brands in the Age of Passion

Modern Craft Co-Founder and Partner John Ounpuu will co-present with the Jon Mamela, who oversees multiple business units, including Global Marketing & Communications, International Markets, Consumer & Market Intelligence, Business Events Canada (Meetings & Conventions), and Partnerships. at Destination Canada. John has worked closely with Jon, making Destination Canada a worldwide brand.   John and Jon’s session, titled “Growing Brands in the Age of Passion” will include deep insights into the challenges facing global marketers today....

Session 16: Hacking Digital Growth: How To Generate Mass Global Exposure And Become A Leader In Your Industry

Today people are often told that achieving global mass exposure for your message or brand is simply posting or boosting an image or video to Facebook, Instagram, Youtube and Snapchat.  The fact is there are over 60 billion messages shared on digital platforms every day.  So, how does a brand overcome the noise and stand out? The bottom line is: to truly generate global mass exposure, brands need a growth strategy designed to hack word-of-mouth sharing...

Session 17: Reincarnation: "The Power of Purpose, the Driving Force of Business & Global Brand Strategy”

In this presentation we suggest that the future of marketing in the digital age is found at the intersection of culture and behavioral economics. The integration of culturally informed strategy with digital marketing techniques built upon behavioral science is the best practice of the future.  We will provide a framework for building global brands that attract and engage target consumers. We will also illustrate many real life examples of commercial impacts resulting from shifts in culture....

Session 18: A Practical Guide To Achieve Global Brand Consistency While Catering To The Needs Of Your Local Audience

In today’s digital age, brands are equally important than the products and services they represent. Top global companies generate more than 50% of their revenue from outside their home market and are able to build brands which resonate globally while accommodating local nuances. In a recent research study of the Forbes Global 2000 brands, the DesigningIT.com team analyzed global brand consistency, social media localization strategies, key SEO factors as well as website globalization techniques. This...

Session 19: Using Neuroscience to Optimize Creative Across Borders

The bar has never been higher for brands trying to reach their consumers. It is an increasingly cluttered media landscape, with billions of dollars in advertising at stake. And technology has created an environment in which we’re never more than a click away from something new and exciting. While this creates potential for advertisers, it also creates pitfalls. But it certainly requires us to study consumers with methods that can pinpoint their behaviors. In particular,...

Session 20: Brand 2020: Build an Emotional Brand to Acquire Customers and Ensure Loyalty

Dipanjan’s presentation will demonstrate the linkage between brand value and outcomes, and the emotions that a brand needs to activate to win and retain customers. He will demonstrate the analytical linkage between these using primary research conducted by Forrester, as well as use several use studies to illustrate these points.   The markers of brand success in a digital age are not about features and functionality, but about engagement and emotional connection. Real brand power,...

Session 21: Why Global Marketing Should Run Like an Improv Group

Improv groups are able to create stories in real-time because they create collaboratively with each other. They “yes and” ideas in order to create something better together. Similarly, smart brands build the “we” by co-creating stories, services and content with audiences (Tough Mudder, GoPro, even IBM). They know, just like improvisers, that letting users create and co-create is the most powerful marketing of all. When you empower employees and customers to create with you, you...