http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/ Marketing Answers for IT Tue, 24 Nov 2009 10:36:13 +0000 http://wordpress.org/?v=wordpress-mu-1.0 http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/#comment-346 Thu, 05 Apr 2007 20:00:42 +0000 http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/#comment-346 [...] Media Product Performance Comparisons for Lead-Gen Campaigns, by Karen Lefkowitz Podcasting for IT Pros, by Garrett Mann The Making of a Global Brand, by Melissa Marron [...] […] Media Product Performance Comparisons for Lead-Gen Campaigns, by Karen Lefkowitz Podcasting for IT Pros, by Garrett Mann The Making of a Global Brand, by Melissa Marron […]

]]> http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/#comment-345 Thu, 09 Nov 2006 21:10:21 +0000 http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/#comment-345 My favorite "oops" moment was when we decided to go the "animal logo" route that was popular a numer of years ago. We soon found out that the bird we had chosen was similar to a feminine hygiene product in Germany. Oh well. I think more than anything, is to remember that the way other countries and cultures conduct business and negotiate sales deals can, and are in most instances, very different than how we conduct ourselves in the US. If you remember that, you'll go a long way. My favorite “oops” moment was when we decided to go the “animal logo” route that was popular a numer of years ago. We soon found out that the bird we had chosen was similar to a feminine hygiene product in Germany. Oh well. I think more than anything, is to remember that the way other countries and cultures conduct business and negotiate sales deals can, and are in most instances, very different than how we conduct ourselves in the US. If you remember that, you’ll go a long way.

]]> http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/#comment-342 Thu, 12 Oct 2006 21:03:36 +0000 http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/#comment-342 Hi Maureen - I agree. Cultural sensativity is very important when taking a brand globally. But at the same time, I think it is also important to take some calculated risks as well! Hi Maureen - I agree. Cultural sensativity is very important when taking a brand globally. But at the same time, I think it is also important to take some calculated risks as well!

]]> http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/#comment-343 Wed, 11 Oct 2006 18:10:32 +0000 http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/#comment-343 My comment should have said "We all KNOW" (not "we all know"). I guess that's why people proof things before they post them, rather than after, huh? My comment should have said “We all KNOW” (not “we all know”). I guess that’s why people proof things before they post them, rather than after, huh?

]]> http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/#comment-344 Wed, 11 Oct 2006 18:08:32 +0000 http://myeducatedguess.blogs.techtarget.com/2006/10/10/the-making-of-a-global-brand/#comment-344 Just wanted to offer a cautionary note on translationg brand names across the water. We all no that Nova means "doesn't go" in Spanish, which is kind of a deal-breaker for a car, but it really is important to do some due diligence before using your "great in English" name internationally. When I was at Genuity, they rebranded their hosting service as Black Rocket, which turned out to be a form of hashish in Holland and a condom in Spain. Oops! Then there was my friend whose company renamed itself something that turned out to be slang for "fool" in some language or another! Caveat product namer. Just wanted to offer a cautionary note on translationg brand names across the water. We all no that Nova means “doesn’t go” in Spanish, which is kind of a deal-breaker for a car, but it really is important to do some due diligence before using your “great in English” name internationally. When I was at Genuity, they rebranded their hosting service as Black Rocket, which turned out to be a form of hashish in Holland and a condom in Spain. Oops! Then there was my friend whose company renamed itself something that turned out to be slang for “fool” in some language or another! Caveat product namer.

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