This document discusses strategies for effective marketing communication or "marcom" transcreated for East Asian markets. It emphasizes the importance of translating nuance rather than just words to maintain a seamless global brand message. Several challenges of transcreated branding are explored through examples, including issues of pronounceability for foreign names and finding suitable translations that avoid negative connotations. Effective solutions discussed include transliteration approaches that consider local phonetics and cultural norms, as well as maintaining a consistent global logo while allowing for localized brand names. The document stresses the need to understand language deeply to avoid compromised translations that fragment the customer experience of a global brand.
The document discusses the concepts of a social, connected, and collaborative enterprise. It defines a social enterprise as one that leverages social channels to interact with stakeholders to bring them closer and help them work better. A connected enterprise is described as having elements of cross-channel experiences and business purpose to engagement. Finally, a collaborative enterprise is one where internal and external social platforms merge to allow partners, customers, employees and others to collaborate and co-create value.
UX/UI design methodology using modeling artifacts of UseCase Diagrams for raw business logic transcription, UI Hierarchy Modules & Wireframes for UI navigation design, UI Visual Flats for site persona & online branding design. 2 sample projects included showcasing use of modeling methodology.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
The document discusses the concepts of a social, connected, and collaborative enterprise. It defines a social enterprise as one that leverages social channels to interact with stakeholders to bring them closer and help them work better. A connected enterprise is described as having elements of cross-channel experiences and business purpose to engagement. Finally, a collaborative enterprise is one where internal and external social platforms merge to allow partners, customers, employees and others to collaborate and co-create value.
UX/UI design methodology using modeling artifacts of UseCase Diagrams for raw business logic transcription, UI Hierarchy Modules & Wireframes for UI navigation design, UI Visual Flats for site persona & online branding design. 2 sample projects included showcasing use of modeling methodology.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
Maximize Your Content with Beautiful Assets : Content & Asset for Landing Page pmgdscunsri
Figma is a cloud-based design tool widely used by designers for prototyping, UI/UX design, and real-time collaboration. With features such as precision pen tools, grid system, and reusable components, Figma makes it easy for teams to work together on design projects. Its flexibility and accessibility make Figma a top choice in the digital age.
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
Fonts play a crucial role in both User Interface (UI) and User Experience (UX) design. They affect readability, accessibility, aesthetics, and overall user perception.
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
ARENA - Young adults in the workplace (Knight Moves).pdfKnight Moves
Presentations of Bavo Raeymaekers (Project lead youth unemployment at the City of Antwerp), Suzan Martens (Service designer at Knight Moves) and Adriaan De Keersmaeker (Community manager at Talk to C)
during the 'Arena • Young adults in the workplace' conference hosted by Knight Moves.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
Maximize Your Content with Beautiful Assets : Content & Asset for Landing Page pmgdscunsri
Figma is a cloud-based design tool widely used by designers for prototyping, UI/UX design, and real-time collaboration. With features such as precision pen tools, grid system, and reusable components, Figma makes it easy for teams to work together on design projects. Its flexibility and accessibility make Figma a top choice in the digital age.
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
Fonts play a crucial role in both User Interface (UI) and User Experience (UX) design. They affect readability, accessibility, aesthetics, and overall user perception.
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
ARENA - Young adults in the workplace (Knight Moves).pdfKnight Moves
Presentations of Bavo Raeymaekers (Project lead youth unemployment at the City of Antwerp), Suzan Martens (Service designer at Knight Moves) and Adriaan De Keersmaeker (Community manager at Talk to C)
during the 'Arena • Young adults in the workplace' conference hosted by Knight Moves.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
During this webinar, Anand Bagmar demonstrates how AI tools such as ChatGPT can be applied to various stages of the software development life cycle (SDLC) using an eCommerce application case study. Find the on-demand recording and more info at https://applitools.info/b59
Key takeaways:
• Learn how to use ChatGPT to add AI power to your testing and test automation
• Understand the limitations of the technology and where human expertise is crucial
• Gain insight into different AI-based tools
• Adopt AI-based tools to stay relevant and optimize work for developers and testers
* ChatGPT and OpenAI belong to OpenAI, L.L.C.
The document discusses various AI tools from OpenAI like GPT-3 and DALL-E 2, as well as ChatGPT. It explores how search engines are using AI and things to consider around AI-generated content. Potential SEO uses of ChatGPT are also presented, such as generating content at scale, conducting topic research, and automating basic coding tasks. The document encourages further reading on using ChatGPT for SEO purposes.
More than Just Lines on a Map: Best Practices for U.S Bike Routes
This session highlights best practices and lessons learned for U.S. Bike Route System designation, as well as how and why these routes should be integrated into bicycle planning at the local and regional level.
Presenters:
Presenter: Kevin Luecke Toole Design Group
Co-Presenter: Virginia Sullivan Adventure Cycling Association
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...DevGAMM Conference
Has your project been caught in a storm of deadlines, clashing requirements, and the need to change course halfway through? If yes, then check out how the administration team navigated through all of this, relocating 160 people from 3 countries and opening 2 offices during the most turbulent time in the last 20 years. Belka Games’ Chief Administrative Officer, Katerina Rudko, will share universal approaches and life hacks that can help your project survive unstable periods when there seem to be too many tasks and a lack of time and people.
This presentation was designed to provide strategic recommendations for a brand in decline. The deck also incorporates a situational assessment, including a brand identity, positioning, architecture, and portfolio strategy for the Brand.
Presentation originally created for NYU Stern's Brand Strategy course. Design by Erica Santiago & Chris Alexander.
1. Marcom Transcreation for East Asia
Designing for Global Branding & Globalization
Leon Lee
Lee@Lehrmach.com
Lehrmach.com | Austin . Texas USA Slide 1
2. Market Synopsis
• "Show Me The Money"
• Translate the nuance, not words
• Website experience is the global brand • Seamless message delivery
Lehrmach.com | Austin . Texas USA Slide 2
3. "Show Me The Money"
Lehrmach.com | Austin . Texas USA Slide 3
4. 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 branding
Lehrmach.com | Austin . Texas USA Slide 4
5. 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.edu
Lehrmach.com | Austin . Texas USA Slide 5
6. Relationship Marcom Sample
Lifestyle Nodes Cultural Nodes Fantasy Nodes
• Semantic and episodic marcom
• Channels customer experience
• Form socio-emotional relations
• Enhance brand recognition and recall
Lehrmach.com | Austin . Texas USA Slide 6
7. 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
Ownership
Lehrmach.com | Austin . Texas USA Slide 7
8. 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-effectiveness
Lehrmach.com | Austin . Texas USA Slide 8
9. 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 ~ $13.2 million
• 15% increase brand value
Source : Interbrand Best Global Brands - www.interbrand.com
Lehrmach.com | Austin . Texas USA Slide 9
10. Driver : Digital Consumerism, Internet
Internet Marcom Traditional Marcom
• Ubiquitous and omnipresent • TV, Print, Radio medium
• Borderless transcendence • Geographic-centric
• Always-On and On-Demand nature • Target isolated (campaign on/off)
• Exclusivity (ethnic, demographic, national)
• Distance enhance global brand proposition
• No physical locale
• Website is defacto brand experience
Source : TeleGeography - www.telegeography.com
Lehrmach.com | Austin . Texas USA Slide 10
11. Driver : World Gross National Income
Japan
High income
Population: 127,956,006
GNI per capita (US$): 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$): 620.00
Lehrmach.com | Austin . Texas USA Slide 11
12. 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/globstats
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15. 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.stm
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16. 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 appeal
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17. 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 ( t'er )
Nortel Japan ( nooteru )
Louis Vuitton Japan ( rui viton )
Louis Vuitton Korea ( rui pit'ong )
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18. 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 brand
Lehrmach.com | Austin . Texas USA Slide 18
19. 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 tiger
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20. 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.pdf
Lehrmach.com | Austin . Texas USA Slide 20
21. 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
Germany
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22. 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.jp
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23. 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
Nike
Lehrmach.com | Austin . Texas USA Slide 23
24. Divergent Global Brand Recognition
( Dell transcreated brand example )
Dell Japan ( deru )
Vietnam use
Latin alphabets
Dell Korea ( t'er ) 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 reputation
Lehrmach.com | Austin . Texas USA Slide 24
25. 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 expectations
Lehrmach.com | Austin . Texas USA Slide 25
26. Brand Taglines Rapport
• Emotional value proposition
• Relationship appeal
• Rhythmic impression
( We're driving for you )
Lehrmach.com | Austin . Texas USA Slide 26
27. 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
28. 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 affectionate
Lehrmach.com | Austin . Texas USA Slide 28
29. 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 born
Lehrmach.com | Austin . Texas USA Slide 29
30. 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 ) Interview
Lehrmach.com | Austin . Texas USA Slide 30
31. 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 List
Lehrmach.com | Austin . Texas USA Slide 31
32. 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 vague
Lehrmach.com | Austin . Texas USA Slide 32
33. 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/Gairaigo
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34. 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 icon
Lehrmach.com | Austin . Texas USA Slide 34
37. 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
38. 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
39. 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
40. 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_China
Lehrmach.com | Austin . Texas USA Slide 40
41. 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
43. 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.com
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44. 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, it's 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.aspx
Lehrmach.com | Austin . Texas USA Slide 44
45. 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)
It's 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 balance
Lehrmach.com | Austin . Texas USA Slide 45
46. 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.html
Lehrmach.com | Austin . Texas USA Slide 46
47. 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
48. 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 everywhere
Lehrmach.com | Austin . Texas USA Slide 48
49. 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, difficult
Lehrmach.com | Austin . Texas USA Slide 49
50. 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 below
Lehrmach.com | Austin . Texas USA Slide 50
51. 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 . USA
Lehrmach.com | Austin . Texas USA Slide 51