This week in international marketing: Global Brand Integrity | Transcreation | Globalize Content | Chinese Brand Name

by Julia Litvin

1. How to Protect Brand Integrity in a Global Market 

Managing a brand’s digital integrity on a global scale is becoming an imperative rather than an option.

Content localization is critical to success in a worldwide marketplace, where everything from language to the emotional connotation of colors can vary widely. Marketing history is rife with examples of campaigns that fell flat when they crossed international borders.

And yet technology makes it all too easy for a multinational company’s local teams to take content creation, and even website design, into their own hands — sometimes in ways that aren’t aligned with the organization’s overall branding and messaging.

Source: How to Protect Brand Integrity in a Global Market


2. Transcreation helps ideas travel around the world

In today’s global market more and more brands are seeking to communicate with audiences in different cultures.

So, how can any brand ensure that their campaign is delivered well in different countries first time?

Many people still think of Transcreation as more akin to translation than a creative endeavour. Sadly this means that, despite the best intentions of everyone involved, many campaigns end up as nothing more than carbon copies of the original versions.

While this may create a superficial feeling of consistency, the fear of change is actually more likely to harm the consistency of a brand’s global identity.

Source: Transcreation helps ideas travel around the world


3. How to Globalize Your Highly-branded Content

Your highly visible brand can’t afford creative mishaps in your target markets. You spent a fortune creating your marketing content, painstakingly designing it to get specific reactions and trigger strong emotions from your buyer. But if it comes across as ‘meh’ or worse, ‘bleh,’ in a new market, then your brand’s reputation will suffer. You have to create messages that are perfect for the new market while keeping the intent, style, voice, tone, and context of the original as much as possible. Not an easy feat.

There are a couple ways you can go about doing this.

Source: How to Globalize Your Highly-branded Content


4. How to Localize Your Brand Name for the Chinese Market 

Choosing a name can make or break any brand experience. And as organizations look to expand globally, considering how your name comes to life in new markets—what it means, how it’s pronounced, and what it evokes—is key to connecting with new audiences around the world.

Here are pulled together five tips to help organizations create a successful name and demonstrate relevance to Chinese consumers.

Source: How to Localize Your Brand Name for the Chinese Market


This was our 'best of the week'. Next week we will continue to provide you with the interesting and current news on digital globalization, culture, language, localization and international digital marketing.

Stay tuned.

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