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 [...]

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, [...]

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 [...]

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 [...]

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 [...]

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

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, [...]

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 [...]

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 [...]

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