Can the perception of global brands vary dramatically across different cultures? You betcha! Once again, China proves that it is not a homogeneous part of the global marketplace. Which car brand has the most cachet in China? Well, according to a recent article in the New York Times, unless you are a retired pensioner, it [...]
Global Transcreation Blog
The ins and outs of global marketing communications – in a digital age
Global SEM Blog
- 2012 Online Markets to Watch: QatarQatar has taken the reins from areas such as UAE (particularly Dubai) and continued the Arabic world’s rapid development online. Although Qatar has a relatively small population of only 1.8 million, they are fast shaping the online world with internet penetration rates increasing by 500% over the past ten years. With natural resources, an educated […]
Browsing Posts tagged global communications
Not really a fitting epitaph for Steve Jobs, but a search for “Siri buttocks” on Twitter will quickly reveal a missed opportunity for transcreation. Clearly someone, somewhere did not do any copy/concept testing in key markets before going ahead with the launch creative etc. Given the less than enthusiastic response to the iPhone 4s, there is a touch of irony in [...]
Oy Iceland, we said we wanted our CASH back! We have had the global meltdown, a plague of free-loading politicians and now the subtle wrath of a Nordic god spraying a fine aerosol of pumice dust and glass fragments at the perfect altitude to inhibit the modern jetliner while remaining invisible to the naked eye. [...]
Is transcreation just a Trojan horse used by Global VPs of Marketing to wrest global campaign production responsibility away from the countries where they will be executed? I guess the answer depends on how paranoid you are or how dictatorial your VP of Marketing is. My own view is that in the present competitive, budget [...]
Transcreation – what is it? Well it will neither offer salvation to the planet nor the sinner. If you are an international marketer, working on global advertising or brand development or in the localization business you may have come across the term before. Here are a few random definitions from around the ‘net: “…a packet [...]
