Part two: Communication and Consistency
Photo: coniferconifer used under creative commons license
In part one of The 4 C’s of multilingual content marketing, we considered the rapid shift in economic growth which means emerging markets and unfamiliar cultures are now becoming the epicentre of future sales for many global brands. As a result, brands in sectors as diverse as finance and asset management, real estate, luxury goods and retail are vying for customers whose cultural references are very different from the marketing managers delivering campaigns. To help marketing teams manage this huge learning curve, we’ve pulled together a brief guide to the 4 C’s of multilingual content marketing: Colour, Culture, Communication and Consistency.
In part two, we’ll turn our thoughts to communication and consistency but first, here’s a reminder on just why culture is so important in...
Part one: Colour and Culture
When George Osborne announced in March that the UK intends to become a founding member of the Asian Infrastructure Investment Bank (AIIB) the US raised concerns about a “trend towards a constant accommodation of China”. For Britain, though, it is less about accommodation and more about tapping into the world’s fastest growing markets.
We are living through a giant act of economic rebalancing that, according to McKinsey, is 1000 times larger than the Industrial Revolution. Today, just 4 of the 25 wealthiest cities are in the developing world, but by 2025, 21 of the 25 largest growth-contributing cities will be located in emerging markets, a large number of them in China.
For brands, this means a rapid acceleration in international marketing. At Unilever, for example, sales in emerging markets now account for 57% of total business. For luxury brands, the...
Amity Communications are pleased to announce the appointment of Michael Ellis as Business Development Director. Michael has 20 years’ experience working in multilingual communications and relationship management in Europe and Latin America. The appointment of Michael coincides perfectly with amity’s business strategy and provides the platform for our current and future growth and customer development targets.
Commenting on the appointment, Helen Gascoigne, Managing Director, said "The company has seen super growth over the last few years both in terms of reputation and increased global customers. Michael’s knowledge of industry trends combined with a deep understanding of operational practices and products will be a great addition to amity and its clients. The addition of Michael will further strengthen our position in the market and the service proposition given to our clients’’.
Our last blog, 6 ways to get your brand global ready, talked about the importance of a consistent global presence and why business translation is really just the first step in becoming global ready. But it’s not just international brands that need to bear their customers’ language and cultural needs in mind.
Individuals right across the world are rapidly becoming more global in their outlook and it’s wealthy customers who are leading the way. The increased mobility of these HNW individuals creates specific challenges for investment banks, asset managers and luxury brands, which must now find creative language solutions that help them communicate across a wide array of mother tongues.
Today, with help from a new Barclays Wealth Insight report, The Rise of the Global Citizen, we find out more about the increased mobility of HNW investors and offer four suggestions on how to serve...
Photo by Cary Bass-Deschenes used under Creative Commons
Your brand is quite possibly your company's most valuable asset. After all, as The Economist wrote earlier this year, "Coke without the logo is just cola." 1
According to Millward Brown, brands account for more than 30% of the stockmarket value of companies in the S&P 500 index. And a quick glance down the list of the world’s most valuable brands confirms the importance of establishing – and maintaining a global presence. Source: Millward Brown 2014 BrandZ Top 100
But once your brand’s gone global, how do you ensure consistency across multiple markets? How do you avoid the type of embarrassing blunders that have brands cancelling ad campaigns and recalling products? In short, how can you ensure your brand is global ready? Here are six areas we think every firm should focus on when taking their brand abroad.