“We’ll take the best from the West and we’ll bring it to the rest of the world” – I cannot remember the number of times I have heard this sentence since the early 90’s. Likely as many times as “If this product is good my country it will delight the rest the world” came up …

Brands fall into two clusters, defined by their success. Roughly one in five organizations is a “leader” that routinely hits their global marketing targets and timelines. What makes them different?

The nature of online customer acquisition is changing at a rapid-fire rate.  Globalisation has become a galvanising force, leading many companies down the path of localisation to reach new international markets.  A critical piece of the global expansion puzzle is website translation.  However, translating the company website has historically not always been an easy endeavour.  …

To maximize the effectiveness of launches and campaigns, companies must localize their products, customer experience, marketing, and other corporate communications.  But which languages are vital for your brand to deliver optimum ROI from your localization? One social media company began its globalization phase by setting out to address 80% of the world’s online population.  This …

So you have decided that it’s time to go international, researched your markets, decided on the targets and now you need to localise your website.  Can you just run the site through Google Translate and hope for the best? Even if you navigate the tricky tasks of language, culture, product suitability and logistics; how do …

“Global web content is like kudzu, the Japanese weed that climbs over trees or shrubs and grows so rapidly that it kills them”. That’s how Deb Jul described her frustration in 2008.  As Web Content Manager of Online Computer Library Center (OCLC), she saw the organization’s website grow from English-only in 1995 to nine languages …

It’s ‘Open Mic’ night! A chance for some quick-fire Q&A with industry experts, around a unified theme. The theme for this round? Global Branding and Marketing… featuring eight members of the Brand2Global 2015 Advisory Board. – – – – – Paige Williams @paigetwilliams Director of Global Readiness  |  Microsoft Q – Does offline content require the …

At Dell we have built a world class e-commerce and marketing translation program; delivering best in class quality (and value) for our spend.  We have a robust Ad Agency – Internal Marketing – Translation workflow, and yet, we (the translation process) still fail to deliver to expectations much more often than we would like.  This …

For global organisations, embracing market diversity, attitudes, and cultural preferences has long since ceased to be a ‘nice to have’ element that sat passively behind the global brand strategy; it is now an essential part of any brand program. The rise of ‘glocal’ (global vs local) campaign preparation and localisation has become the imperative. There …

We recently had the opportunity to connect with Germany’s “King of Names”, Manfred Gotta – a worldwide leader in the art and science of naming new products and brands. After building up Interbrand Deutschland, Manfred founded his company, Gotta Brands, in 1986.  Working from an idyllic Black Forest valley, Manfred has created such well known …