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Leon z lee-lehrmach-marcomtranscreation-for-eastasia

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Marcom Transcreation for East Asia, for global brand design & management, socio-linguistic, and ethno-centric inclinations of targeted Asian market locale.

Marcom Transcreation for East Asia, for global brand design & management, socio-linguistic, and ethno-centric inclinations of targeted Asian market locale.

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    Leon z lee-lehrmach-marcomtranscreation-for-eastasia Leon z lee-lehrmach-marcomtranscreation-for-eastasia Presentation Transcript

    • Marcom Transcreation for East Asia Designing for Global Branding & Globalization Leon Lee Lee@Lehrmach.comLehrmach.com | Austin . Texas USA Slide 1
    • Market Synopsis • "Show Me The Money" • Translate the nuance, not words • Website experience is the global brand • Seamless message deliveryLehrmach.com | Austin . Texas USA Slide 2
    • "Show Me The Money"Lehrmach.com | Austin . Texas USA Slide 3
    • Mass Marcom Dilemma Newspaper Magazine Junk mail Billboard Television Poster Radio Flyer Web Banner Ads Junk E-mail • Late-1990s, Digital Consumerism / E-Commerce • Mass marketing increase (300 to 3,000 daily impressions) • Information overload, dilute customer attention • Product/services to mere price commoditization • Relationship Marketing, socio-emotional bond with customer • Value beyond purchase price, lifestyle enhancement, social mobility • Leverage global citizenry theme via localized marcom with global brandingLehrmach.com | Austin . Texas USA Slide 4
    • Relationship Marcom Principle Subjective Sociological & Psychological Valuation Nodes Nodes Nodes Nodes Link Link Link Nodes Nodes Nodes Nodes Link Schema Higher Ordered Schema Nodes Nodes Nodes Structured Marcom Messaging Nodes Transitive Terminal Nodes Transitive Terminal Nodes Value Value Value Value Semantic Episodic Semantic Episodic (word) (imagery) (word) (imagery) • Interpretative knowledge is socially organized • Semantic && episodic values are cultural-centric • Interactive orderliness (not auto-assume to share same values) • Transitive values ~ (ex. lifestyle, utility, price value) • Terminal values ~ fundamental socio-emotional values (ex. safety, family, education) Source : Brand Beyond Borders, University of Pennsylvania 1999, www.Upenn.eduLehrmach.com | Austin . Texas USA Slide 5
    • Relationship Marcom Sample Lifestyle Nodes Cultural Nodes Fantasy Nodes • Semantic and episodic marcom • Channels customer experience • Form socio-emotional relations • Enhance brand recognition and recallLehrmach.com | Austin . Texas USA Slide 6
    • Forming Global Brand Experience Corporate Intangible Assets Corporate Tangible Assets Corporate Employee Products Services Governance Commitment Customer Brand Utilization Customer Brand Affinity • Global brand name & logo • Physical manifestation of brand • Conscious & subconscious Lifestyle Enhancements reminder Quality & Relevance Prestige of Global Citizenry OwnershipLehrmach.com | Austin . Texas USA Slide 7
    • Transnational Marcom Evolution • 1950s trade globalization • Global HQ locale • Disseminate marcom design to regions • Rigid product and messaging, lack g-localized venue • Mid-1980s, expanded global trade venue • Global HQ locale, regional HQs • Region design marcom, semi-independent cost-centers • g-localized venue, but duplicative marcom efforts • Mid-1990s, digital consumerism, relational • marketing • Global HQ locale, regional HQs • Coordinated marcom design for • participating regions • Global brand management, marcom cost-effectivenessLehrmach.com | Austin . Texas USA Slide 8
    • Driver : Brand Value Perception • Perception projects value • Form seamless marcom • Value differentiation & extension • Reduce marcom and R&D op-ex costs • Accelerate market penetration Case-study sample •Dell Inc. sample • 2000, Interbrand #25 ~ $11.5 million • 2005 Interbrand #21 ~ $13.2 million • 15% increase brand value Source : Interbrand Best Global Brands - www.interbrand.comLehrmach.com | Austin . Texas USA Slide 9
    • Driver : Digital Consumerism, Internet Internet Marcom Traditional Marcom • Ubiquitous and omnipresent • TV, Print, Radio medium • Borderless transcendence • Geographic-centric • Always-On and On-Demand nature • Target isolated (campaign on/off) • Exclusivity (ethnic, demographic, national) • Distance enhance global brand proposition • No physical locale • Website is defacto brand experience Source : TeleGeography - www.telegeography.comLehrmach.com | Austin . Texas USA Slide 10
    • Driver : World Gross National Income Japan High income Population: 127,956,006 GNI per capita (US$): 38,980.00 China (PRC) Lower middle income Population: 1,304,500,000 GNI per capita (US$): 1,740.00 Hong Kong, China (PRC) High income Population: 6,943,600 GNI per capita (US$): 27,670.00 Taiwan, China (ROC) GNI : all domestic production and net factor income flows abroad High income Population: 22,858,000 GNI per capita (US$): 16,170.00 • Total $44.983 trillion GNI • East Asia ~ $6 trillion GNI • Circa 14% World GNI Korea (ROK) High income • East Asia culturally defined : Population: 48,294,143 $6.114 trillion Classical Chinese lineage GNI per capita (US$): 15,830.00 East Asia Shared Confucian social values Singapore High income Population: 4,351,400 $38.869 trillion GNI per capita (US$): 27,490.00 Other Vietnam Low income Source : World Bank (WorldBank.org), IFC Doing Business (DoingBusiness.org) Population: 82,966,000 GNI per capita (US$): 620.00Lehrmach.com | Austin . Texas USA Slide 11
    • Driver : Internet Language Distribution Total Internet Population 804.2 million Internet English 287.5 million ( 35.8% ) • Interplay between Online and Offline audience • Online audience impact site g-localization marcom delivery • Offline English speakers : 508 million • Offline Non-English speaker : 5.82 billion • English third largest group • Most widely spoken, circa 40 countries Internet Non-English 516.7 million • English largest online user block, circa 288 million ( 64.2% ) • "Lingua Franca" international business • Intermediary host language (ex. Japan, India, Singapore) • Leverage English as defacto localized language • American-English marcom nuance Source : GlobalReach - www.global-reach.biz/globstatsLehrmach.com | Austin . Texas USA Slide 12
    • Translate the nuance, not wordsLehrmach.com | Austin . Texas USA Slide 13
    • Transcreation AssetsLehrmach.com | Austin . Texas USA Slide 14
    • Pronounceablity Issue ( Europe example ) • Local customer rendition • Ability to pronounce, ability to brand recall • 1950s Swiss product VICTORINOX • US Serviceman not familiar with NOX-portion • By default, Americans called generic title Source : Flags of the World Switzerland - www.fotw.net/flags/ch.html • Ireland city name, tourist center • Change from English to Gaelic in 2004 • Fear loss of tourist brand recognition • Town voted restore English name, Oct 2006 Source : BBC News - news.bbc.co.uk/2/hi/uk_news/northern_ireland/6070820.stmLehrmach.com | Austin . Texas USA Slide 15
    • Transliteration : Solution Options • Local language conformance • One-to-one translation • Similar to phonetic solution • Adjust vowel & consonant clusters • Localized semantic nuance • Exact match not necessary • No original semantic appeal • Original semantic appeal • No original semantic appeal • Intrinsic local cultural appealLehrmach.com | Austin . Texas USA Slide 16
    • Transliteration : Phonetic Solution ( Japan & Korea samples ) • Legal registration necessity • Render by local phonetics • No original semantic appeal Microsoft Japan ( maikurosofuto ) Dell Japan ( deru ) Dell Korea ( ter ) Nortel Japan ( nooteru ) Louis Vuitton Japan ( rui viton ) Louis Vuitton Korea ( rui pitong )Lehrmach.com | Austin . Texas USA Slide 17
    • Transliteration Challenges ( China / Taiwan Phonetic ) • Render by local phonetics • Conducive character selection • Chinese characters already possess intrinsic meaning 1930s China market ( Kou Ken Dou La ) Mouth gnaw the tadpole wax Approximate character phonetics, terse imagery Traditional Chinese ( Ke Kou Ke Leh ) Suit taste, suit happiness (Joyful refreshing taste) New character phonetics less precise, better semantic appeal 1980s China market Simplified Chinese ( Ke Kou Ke Leh ) Suit taste, suit happiness (Joyful refreshing taste) Use same character glyphs, no reinvent brandLehrmach.com | Austin . Texas USA Slide 18
    • Transliteration : Phonetic Solution ( China & Taiwan samples) Nokia China ( nuo ji ya ) • Render by local phonetics Promise foundation asia • Conducive characters • No original semantic appeal Columbia Taiwan ( ge lun bi ya ) Elder-brother relations compare asia Walmart China ( wo er ma ) Rich like "ma" Yahoo China Yahoo Taiwan ( ya hu ) ( ya hu ) Proper tiger Proper tigerLehrmach.com | Austin . Texas USA Slide 19
    • Transliteration : Colloquial Solution ( China & Taiwan samples ) • Colloquial naming approach • Different verbal rendition • Original semantic appeal • Note Chinese character glyphs Nortel Taiwan Nortel Taiwan ( bei dian wang ) ( bei dian wang ) Northern Electricity Net Northern Electricity Net Miramax Miramax Taiwan China ( jing ying yu le) ( jing ying yu le) Revelation-eminent Revelation-eminent Mira (Spanish ) ~ Sight, View Max ~ Maximum Metlife Taiwan Metlife China ( da du hui ) ( da du hui ) Greater society Greater society Source : Chinese Characters : www.Lehrmach.com/Research/2005.8.29-Lehrmach-ChineseCharacters.pdfLehrmach.com | Austin . Texas USA Slide 20
    • Transliteration : Literary Solution ( China & Taiwan samples) • Literary naming approach • No original semantic appeal • Local universal appeal Pepsi China Pepsi Taiwan ( bai shi ) ( bai shi ) 100 matters ~ All knowledgeable 100 matters ~ All knowledgeable Ikea China Ikea Taiwan ( yi jia ) ( yi jia ) Appropriate house (proper clan) Appropriate house (proper clan) Contraction of Germany DW Chinese-Simplified (China, Singapore, diasporas Australia-Americas-Europe) ( de guo zhi sheng) Virtuous country of sound Virtuous Meaning Aspire Country ( deh yi zhi guo ) Deutsch country GermanyLehrmach.com | Austin . Texas USA Slide 21
    • Compromised Transliterated Examples ( Know the language, Know the consequences ) • Avoid random transliteration • Phonetic and semantic association • May mutually exclude markets • Compromise brand awareness Negative "dai er" Chinese Homonyms Dell China ( dai er ) Honor thus Idle Pastry Sack of Ears Imbecile Two US Enterprise IT Governance Software • Niku (Farsi) : One who serves • Enter Japan market, Niku meant "Meat" Source : Brand Beagle : www.tippingsprung.com/childpages/news_brandbeagle.html Japan refreshment drink producer Japan thrift shop • Japan phonetics "Karu-pisu" • Japan phonetics "puppu deikku" • Localized as "Calpis" • Localized as "Poop Dick" • US audiences conjure bizarre imagery • US audiences conjure bizarre imagery Source : Calpis Japan : www.calpis.co.jpLehrmach.com | Austin . Texas USA Slide 22
    • Global Brand Logo vs. Logotype • Project common global brand awareness • Logo : geometric symbol • Logotype : stylized typeface • Retain shape-dimension-color • Do not localize name in logotype Heckler-Koch Mitsubishi NikeLehrmach.com | Austin . Texas USA Slide 23
    • Divergent Global Brand Recognition ( Dell transcreated brand example ) Dell Japan ( deru ) Vietnam use Latin alphabets Dell Korea ( ter ) Singapore may solely use English • Transcreated logo compromised customer attention • Fragment customers into isolated markets ( Multinational vs Transnational ) Dell China ( dai er ) • Promote only singular brand icon Dell Taiwan & Hong Kong ( dai er ) • Use "Rebus Effect" to strengthen brand icon recognition • Channels : corporate marcom, "grapevine" recommendations, brand reputationLehrmach.com | Austin . Texas USA Slide 24
    • Tagline Transcreation Process • Brand tagline : word or catchphrase (long/ short) • Distinguishable and differentiating • Customer conscious and subconscious appeal • Establish relationship marcom Main tagline transcreation challenge : Conform to local socio-linguistic expectationsLehrmach.com | Austin . Texas USA Slide 25
    • Brand Taglines Rapport • Emotional value proposition • Relationship appeal • Rhythmic impression ( Were driving for you )Lehrmach.com | Austin . Texas USA Slide 26
    • Transcreated Taglines From the Center Europe ( German ) Europe State Center Heart ( Ouzhou Zhongxin ) ( Chinese Simplified ) BMW China, Taiwan, Korea, Singapore BMW Japan ( semantic ) Drive through the barrier with joy ( Kakenukeru Yorokobi ) ( episodic ) To drive like the wind BMW Hong Kong ( joy to drive ) Louis Vuitton Korea Past and Present Legends ( koa-ko-wa hyon-jae-ui chon-sol )Lehrmach.com | Austin . Texas USA Slide 27
    • Tagline Affectation ( Beware of literal translations ) • Danger of word-for-word translation • Cautious use free online machine translation • Understand target language prerogatives Gen baishi huifu nidi xian bei ( Chinese Simplified ) With Pepsi it will revive your ancestors The fingers are very lickable Ta shi shou-zhi tian hao ( Chinese Traditional ) ( Spanish ) It is necessary for an aroused man to make a chicken affectionateLehrmach.com | Austin . Texas USA Slide 28
    • Transcreation Logistics #1 ( Case-Study : Consolidating Dell Brand Tagline ) • Common global brand tagline • Seamless online E-commerce • Single point of accountability • Converge global marcom budget ( 2000 – 2005 tagline ) Late-1990s Dell USA tagline American rhythmic proverb : Easy as Pie Late-1990s Dell Japan tagline ( Atarashii Jou-shiki ga Umareru Tokoro ) Place where new common sense are bornLehrmach.com | Austin . Texas USA Slide 29
    • Transcreation Logistics #2 ( Case-Study : Sourcing tagline candidates ) • Global brand centrally managed • Across 5 business segments • Usability with 600 participants • Generated 60 taglines • 600 participants External External Customers Customers • 60 tagline candidates Internal Global Brand Tagline Japan Internal Global Brand Tagline Japan Employees Management Candidate List Usability Sessions Employees Management Candidate List Usability Sessions • 5 business segments International Home / Enterprise International Government / Education Liaison (US) Liaison (US) Healthcare Dictionary ( global marcom budget ) Usability ( Japan marcom budget ) InterviewLehrmach.com | Austin . Texas USA Slide 30
    • Transcreation Logistics #3 ( Case-Study : Generate raw candidates ) Colloquial Idiom List • Generate raw candidate list • Filter via self-review • Present finalists to usability Dictionary Candidate ListLehrmach.com | Austin . Texas USA Slide 31
    • Transcreation Logistics #4 ( Case-Study : Sample rejected candidates ) Eezee asu Deru Not understand raw phonetics Phonetic (Easy as Dell) Omo-Shiroi Deru ( Dell is very interesting ) Treated Dell as an object instead of a customer experience Kakkou-Ii Deru ( Cool and Stylish Dell ) Consumer segment appeal, but Enterprise segment rejected Deru Dai-suki ( I like Dell very much ) Referred to intimate personal feelings Fun-iki ga Atteru ( Ambience exists ) Too esoteric and vagueLehrmach.com | Austin . Texas USA Slide 32
    • Transcreation Logistics #5 ( Case-Study : Predominance of foreign loan words ) • American-English adoption into vernacular • Original terms capture precise nuance • Western words via local phonetics • May augment additional value proposition • Streamline, Efficient, No Frills • Intelligent, Decisive, Fashionable Caution : Divergent meanings may exist ( baikingu ~ Viking = buffet ) ( janpaa ~ Jumper = Jacket ) ( ooeru ~ O.L. ~ Office Lady = Secretary ) Source : Wikipedia Gairaigo - en.Wikipedia.org/wiki/GairaigoLehrmach.com | Austin . Texas USA Slide 33
    • Transcreation Logistics #6 ( Case-Study : Narrow down finalists review ) Transcreated Dell Japan Version ( Phonetic : Easy as Dell ) Sumaato ni Suru Chikara Deru ( The power to be decisive, Dell ) Consensus Tagline Sinpuru wo Anata ni Deru Brand font typeface and ( Simple for you, Dell ) color palette • US : Easy as Dell • Japan : Simple for you, Dell • Replace "deru" with Dell brand icon • Leverage rebus effect for brand iconLehrmach.com | Austin . Texas USA Slide 34
    • Transcreation Logistics #7 ( Case-Study : 2000-2005 website tagline integration ) • Online Visual Interface Design • Consistent tagline & logo placement • Website is defacto online brand • Similar customer experienceLehrmach.com | Austin . Texas USA Slide 35
    • Website experience is the global brandLehrmach.com | Austin . Texas USA Slide 36
    • Visual Interface Design #1 ( Case-study : Dell.com online global branding components ) • Website is defacto global brand Brand Tagline Brand Logo • Customer experience is site navigation • Consistent information architecture Master Header ( Dell.com VID 2000-2005 ) ( visual anchor ) Lifestyle Imagery ( cilentele association ) Page Schematics ( information layout ) Master Footer ( visual anchor )Lehrmach.com | Austin . Texas USA Slide 37
    • Visual Interface Design #2 ( Case-Study : Dell.com primary globalization features ) • Lifestyle imagery depicts ethnic group • Language toggle preserve VID navigation Country or Region Selector Multi-Language Toggle • National identity may possess transcendency ( place name sensitivity ) ( local language and American-English ) National Identity ( localized country name & flag ) Lifestyle Imagery ( localized clientele association ) Transliterated Corporate Name ( Master Footer - Legal )Lehrmach.com | Austin . Texas USA Slide 38
    • Visual Interface Design #3 ( Case-Study : Dell-Japan flag display opposition ) • Japan flag display only for diplomatic and sporting events • Other displays may be associated with right-wing ultranationalist groups • Compromise flag in VID, no usage in TV/Print marcom ( Japan Hinomaru flag ) Source : Flags of the World Japan - www.fotw.net/flags/jp.html ( Japan right-wing protester )Lehrmach.com | Austin . Texas USA Slide 39
    • Visual Interface Design #4 ( Case-Study : Dell-China & Taiwan flag dispute ) • Site transcendency challenge Dell China • Dispute from 1920s era • Divergent interpretation & themes Dell Taiwan Source : Wikipedia China Civil War – en.wikipedia.org/wiki/Civil_War_of_ChinaLehrmach.com | Austin . Texas USA Slide 40
    • Visual Interface Design #5 ( Case-Study : Dell-Taiwan 2000-2005 compromise ) Select Country or Region Flag Display ( neutral association on Taiwan ) ( unique business & language region ) Dell Taiwan Not use Tai-wan ( use provincial name via Official Long Form : Chung Hua Min Kuo Short Form : Chung Kuo Traditional-Chinese characters ) (Republic of China) (China)Lehrmach.com | Austin . Texas USA Slide 41
    • Seamless messaging deliveryLehrmach.com | Austin . Texas USA Slide 42
    • Relevant Marcom #1 ( Product usability ) • Product usability obstacle • Localized marcom not circumvent • General Mills 1960s Japan market • US baking products, Japan homes no oven • Bake in rice cooker, rice after-taste Most Japan homes no ovens Reformulate for rice cookers General Mills Japan rejected, left baking after-taste in rice Source : Japan Market Research Network – www.JMRN.comLehrmach.com | Austin . Texas USA Slide 43
    • Relevant Marcom #2 ( Fully localized message ) • Marcom message affectation • AFLAC 2001 Japan market entry • Port US marcom, multiple problems • Create localized Japan marcom Japan Affectation 1) When Duck speaks, must look at caricature to be polite 2) US Duck utters "Quack, Quack", Japan Duck utters "Ga, Ga" 3) Duck "AFLAC" shout shrilled local audience (Gilbert Godfrey voiceover) US Comedian Gilbert Godfrey ( yoku kangae yoo, okane wa daiji da yo) Lyrical format : Use your money wisely, its precious, yes it is… Japan Success 1) Major market penetration, 75% corporate revenue 2) Tagline passed into local vernacular 3) Brand awareness expansion AFLAC Duck (cgi) New AFLAC Brand icon Source : AFLAC Commercials - www.aflac.com/us/en/aboutaflac/aflaccommercials.aspxLehrmach.com | Austin . Texas USA Slide 44
    • Relevant Marcom #3 ( Call-to-action nuance ) • Overt quality & sales anouncement • Product usage in shower • US lady stands in shower US shower stall (kirei ga chigau, ii kanji) Its a different prettiness, good feeling • No sales pitch, relaxation nuance • Product usage in Ofuro • Japanese lady sits in Ofuro Japan Ofuro bath tube Beautiful Cute Kirei ( utsukushii ) ( kawai ) ( pretty ) Excessive emphasis on Adolescent nuance Physical and mental physical beautuy beauty balanceLehrmach.com | Austin . Texas USA Slide 45
    • Relevant Marcom #4 ( Conforming to purse-string clout ) • Flag and city name affectation • Alienate main US Vietnamese-American clientele Vietnam (current) Dec 2004 • Appeal to Viet-American socio-economic clout • Most from former South Vietnam • Draw protest from current Vietnam government South Vietnam (1975) (Compromise marcom logistics) • Do not mention city name • No political imagery on US brochures • Main Vietnamese-American population in Los Angeles City name controversy • Move departure from Los Angeles to San Francisco Source : First U.S. flight to Vietnam - www.cnn.com/2004/TRAVEL/12/09/bt.united.vietnam/index.htmlLehrmach.com | Austin . Texas USA Slide 46
    • Relevant Marcom #5 ( Asian numerology ) • Cultural-specific episodic and homonyms • Conscious & subconscious reinforcement Chinese societies in Asia/Pacific, Americas, Europe Written as Sounds like ( ba ) ( fa ) Universal among East Asian cultures ( Gong-Shi-Fa-Cai ) Wish You Prosperity Written as Sounds like Episodic ( si ) ( si )Lehrmach.com | Austin . Texas USA Slide 47
    • Relevant Marcom #6 ( Chinese numerological marcom ) • Alpha Romeo 164 to Hong Kong market • 164 sounds like "we all die" • Change to Alpha Romeo 168 • 168 sounds like "we all prosper" Via Via Chinese Chinese ( yi liu si ) ( yi liu pa ) Resembles Resembles ( yi dou si ) ( yi liu fa ) We all die We all propser"FOUR" inference based on context Proverbial 2005 tagline association ( shi hai wei jia ) ( fang zhi shi hai er jie zhun ) Landesbank Baden-Württemberg For 4 oceans all standards www.lbbw.de 4 oceans for family Universally applied, valid everywhereLehrmach.com | Austin . Texas USA Slide 48
    • Relevant Marcom #7 ( Japan numerological marcom ) • Asian numerology interpretation differences • Episodic and linguistic relations paramount Written as Resembles ( Hachi ) ( Fujisan) Omen for wealth and status ( Sue hirogari ) Spread out like a fan, Opportunities widens Written as Sounds like ( Kyuu, Ku ) ( Kurushi ) painful, bitter, difficultLehrmach.com | Austin . Texas USA Slide 49
    • Publication Resource Marcom Transcreation : Branding, Strategy, Communication for Asia Market Entry http://Lehrmach.com/Research/2007.9-Lehrmach-MarcomTranscreateAsia.pdf http://lehrmach.com/ourwork.htm Total 18 pages. Sample Pages belowLehrmach.com | Austin . Texas USA Slide 50
    • Lehrmach Branding ABOUT THE AUTHOR Leon Z. Lee is Lehrmach’s Senior Strategist for Brand Lehrmach UX/UI Design Management, his 15-year corporate tenure includes Nortel, IBM, Lehrmach Trademark University of Texas at Austin, and Dell. He can be reached at lee@lehrmach.com ABOUT THE COMPANY Lehrmach is a management consultancy with concentrations in Brand Design & Transcreation, User Experience & User Interface Design, and Trademark Management. For additional information, contact lehrmach@lehrmach.com www.lehrmach.com lehrmach@lehrmach.com Austin . Texas . USALehrmach.com | Austin . Texas USA Slide 51