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 [...]

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. [...]

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 [...]

"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 [...]

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 [...]

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, [...]

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 [...]

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 [...]

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 [...]

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 [...]