Can there be a global brand strategy? This question is not only context specific but also very much driven by understanding customer needs. Professor Nitish Singh discusses with Leona Frank, Manager of European Brand Strategy and Localization at VistaPrint, how research can provide valuable insights to help a company decide the best mix of global versus local in its brand strategy. The discussion further goes into implementation aspects of creating a truly localized experience for consumers worldwide. This Global Marketing Insight video is provided by Brand2Global, the conference for global marketers, September 28-29, 2016 in Silicon Valley. Brand2Global Conference is an annual event designed for professionals who drive global marketing and are responsible for international market share and revenue. If you’re a global marketing practitioner, this is the conference for you. Learn...Read More
Author: Scott Abel
When developing content for multiple locales, in multiple languages, companies struggle with the idea of translation versus transcreation. Transcreation is about recreating the content in a language and style that connects with the consumer in a meaningful and emotional way. Professor Nitish Singh and Frank Hartkopf, Head of European Content, Axonn Media, explore the importance of transcreation to create content which truly hits the sweet spot of the local consumer. This Global Marketing Insight video is provided by Brand2Global, the conference for global marketers, September 28-29, 2016 in Silicon Valley. Brand2Global Conference is an annual event designed for professionals who drive global marketing and are responsible for international market share and revenue. If you’re a global marketing practitioner, this is the conference for you. Learn more....Read More
I’ve got a confession to make. It’s kind of embarrassing. But, here goes. I don’t practice what I preach. That’s right. Not. At. All. And that’s got to change. Although I have spent most of my professional life evangelizing the need for others to deliver personalized content—the right content to the right people, at the right time, in the right format—I haven’t been doing it myself. Yes, I know how stupid that sounds. I know the steps involved in delivering personalized content experiences. I even teach others how to do it. I just don’t do it myself. Delivering Personalized Content...Read More
Product content. It’s critical to business success. When done well, it can inform, educate, and motivate. It can help us save money. And, it can even drive sales—but only if it’s delivered to the right person at the right time, in the right language and format, and on the device of the consumers’ choosing. Content professionals spend a lot of time talking about the content creation and content management phases of the content lifecycle, but they seldom talk much about delivery. That’s because delivery is often misunderstood. And, it can be challenging. It requires a different skill set and...Read More
Earlier this year, The Content Wrangler surveyed over 700 technical communication professionals from around the globe to learn as much as possible about the state of industry. The results of the 2016 Technical Communication Benchmarking Survey are not scientific, but they do provide us with meaningful data points and help us spot trends. Our findings paint a picture of the current state of technical communication, especially as it relates to advanced information management practices, approaches, tools and planned innovations. It provides us with a snapshot of what the best-of-breed firms are doing today—and what they plan to do tomorrow. It also...Read More
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