For centuries, translation was first and foremost a form of art. The translator Artists would labor not just for days, but often years, to breathe life into their work and make it as captivating (or more so!) as the original. Then, in the 20th century new forces challenged this status quo: Personal computing – The …

Thinking about simplicity in complex situations is not considered the norm. It may even sound contradictory or risky. However, keeping experiences as simple as possible is a critical success factor in digital globalization. It enables both global business leaders and customers to make the most out of their time and money. On the one hand, …

As a brand marketer, you pay attention to every detail of expressing who you are to your customers: the messaging used to convey your value proposition, the tone of voice employed to deliver that message, and the colors, iconography, and imagery you’ve developed as a visual representation of your value. In sum, you’ve created a …

What happens when all the data is delivered, we’re all tooled up with the same technology, and the fight for the attention and retention of end-users is ever more intense? Who are the differentiators when customers are increasingly immune to the jarring jargon of brand ‘push’ strategies or buying ad blocking brand barriers? These are …

“Think globally, act locally” has applications far beyond saving the planet. In fact, with the empowerment of modern technologies it should become a mantra for all marketing and branding professionals. Here’s why.

With business becoming more international in nature, those that rise above the competition are those that understand the importance of cultural diversity, when planning their marketing and sales efforts.

Social and community platforms are continuing to emerge and grow; while those larger, more established platforms, are converging to become global integrated experience and marketing platforms. As the pace and purpose of people evolves and accelerates, platforms are becoming more embedded into the lives and behaviours of an increasingly broad set of audiences.  Global brands …

One of the key challenges for global brands is determining the actual reach of their respective social media assets. Social analytics are valuable here – but at the same time, what data can you trust?

“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?