Webinar: Product Brand Culturalization

Thursday, August 25th

2011 @ 11am PT

Please feel free to ask questions using the GoToWebinar Q&A interface.

Twitter hash-tag: #BrandL10n

Direct messages to: @TaliaBaruch and / or @SwissChris

Talia Baruch

Localization Consultant and Founder of www.copyous.com

Email: talia@copyous.com

LinkedIn: http://www.linkedin.com/in/taliabaruch

Twitter: @TaliaBaruch

Chris Raulf

Marketing Director at www.lingoport.com

Email: craulf@lingoport.com

LinkedIn: http://www.linkedin.com/in/chrisraulf

Twitter: @SwissChris

Lingoport

• Internationalization Services

– Assessment

– Project planning

– i18n development

– i18n testing

– Localization integration

• Globalyzer

– Internationalization software

• Find and fix i18n issues in code

• Support developer teams

www.globalyzer.com

Call: 303.444.8020

Expert opinions on branding, culture,

internationalization, and localization…

Images

Do images and art used meet multicultural needs, or do I want market specific versions?

Coming from an Arabic speaking country, sometimes international businesses use the same

brand image or logo using the exact translation from English to Arabic and most of the time it

doesn't make sense and causes confusion.

Product / Brand Names

Will a product or brand name resonate, offend or make sense to multiple market segments?

Legal Claims and Regulatory

Claims can delay schedules if not approved or adjusted ahead of time (can I say that in

Canada?).

Know your regulatory facts related to additional or new markets.

• Launched on April 21, 1995.

• Brought online dating into the mainstream in the US.

• Localized Web site in 18 languages in 32 countries over 6

continents.

• Full i18n effort: Support the various languages, fonts,

formats and customization required to take the site global.

• In 15+ years, Match.com has grown to more than 20 million

members with profiles posted and 1.5 million paying subscribers.

Case Study: Web Site Culturalization

Source: http://www.enlaso.com/Language_Tech_Center/Client_Case_Studies/Match_Case_Study.aspx

What’s in there???

Developing Icons for Global Use

Creating a New Visual “Language” of Nutrition

• 30+ years history of sharing nutritional information

• Make more consumers aware about nutrition information

• Existing icons / labels confusing

• Create images / icons in line with branding that communicate concept in a consumer friendly

way across the globe

• Nutrition Information Initiative (NII): Make information broadly accessible to more consumers

• Meet EU minimum guidelines for nutritional information / expand concept beyond EU

• No existing / established “language free” nutrient visuals

Source: http://www.enlaso.com/Language_Tech_Center/White_Papers/Content/115_McDonalds_Nutrition_Icons_Case_Study.pdf

Developing Icons for Global Use

Some challenges:

• Packaging lacked room

• Original icons not universally

acceptable

• Culture greatly impacts

interpretation of icons

• Many markets= Many opinions

• Work in 109 countries w/o

evoking negative, socially,

politically inappropriate

connotations

• Print / display not only on

packaging

• Be available from a legal

standpoint

Source: http://www.enlaso.com/Language_Tech_Center/White_Papers/Content/115_McDonalds_Nutrition_Icons_Case_Study.pdf

Key-findings:

- Green means “good” and red means “bad”, no matter where you live.

- Common American symbols can mean something very different elsewhere.

- If you think a visual is completely harmless, think again!

- If you think a picture can be interpreted negatively, it probably will be!

Goals:

- Create a new global language of nutrition

- Enhance the customer experience

- Provide nutritional information on food wrappers

- Compliance with European Union minimum

guidelines

- Reduced costs / icons are easy to print and distribute

across multiple markets

- Gained a lot of goodwill among McDonald’s critics

- Initiative supported their brand

Source: http://www.enlaso.com/Language_Tech_Center/White_Papers/Content/115_McDonalds_Nutrition_Icons_Case_Study.pdf

“Suffer From Diarrhea” (Turn It Loose)

“Are You Lactating?” (Got Milk?)

US “Foreign” Market - Demographics

Relative US population by language:

Data: US Census Bureau, 2000

• 100+ languages spoken in the US

• 11 most important languages from

a marketing standpoint

• ~50M non-English speakers ->

50% limited English skills

• Hispanics:

- 30% total non-English speaking

population in US

- Buying power in 2008: $980

billion

- Estimated buying power in 2013:

$1.3 trillion

Source:

http://comscore.com/Press_Events/Press_Re

leases/2009/4/U.S._Hispanic_Internet_Audie

nce_Growth

• US Hispanic online

population: 20.3M

• 11% of total US online

market

• U.S Hispanic Internet

audience outpaced total

U.S. online population in

terms of number of

visitors, time spent and

pages consumed

• Trend: Growing

US Hispanic Marketing & Culturalization

Tactics & Best Practices

• Wireless service:

month-to-month contracts

only

• No credit checks or long-

term service contracts

• Flat rate billing / less

expensive than competition

• ~20% of customers in the

US are of Hispanic origin

Source: http://www.enlaso.com/Language_Tech_Center/Client_Case_Studies/Cricket_Case_Study.aspx

• In-store mailers, point-of-service

displays, Web site content,

campaigns, legal texts, surveys,

etc.

• Spanish as creative as English

• In-House Lead-Linguists:

- Industry knowledge

- Creative writing skills to convey

branding

• Consistent branding:

- Approved terminology

- Bilingual glossaries

- Translation Memories

US Hispanic Marketing & Culturalization

Tactics & Best Practices

Source: http://www.enlaso.com/Language_Tech_Center/Client_Case_Studies/Cricket_Case_Study.aspx

Source: http://www.loweslink.com/llmain/pubdocuments/Pack_Trans_Guideline.pdf

Search Engine Optimization (SEO)

• SEO goal

• MSEO often neglected, English sites

optimized

• Know your keywords / phrases

• MSEO= $, research, time, resources

• Options: MSEO firms, L10n vendors,

In-country team, reseller / distributor

• Before localizing site: MSEO strategy,

glossary, etc.

Multilingual Search Engine Optimization

MSEO Best Practices

• Localize Key Web pages

• Optimize Meta-tags

• Multilingual Press Releases

• Multilingual eNewsletter

• Link exchange

• Directories

• Bilingual Blogs

• Social Media

• Search Engine Marketing (SEM or PPC

advertising. I.e.: Google AdWords)

Questions & Answers

Resources: www.copyous.com

www.lingoport.com

www.globalyzer.com

www.i18nBlog.com

Talia Baruch

Localization Consultant and Founder of www.copyous.com

Email: talia@copyous.com

LinkedIn: http://www.linkedin.com/in/taliabaruch

Twitter: @TaliaBaruch

Chris Raulf

Marketing Director at www.lingooprt.com

Email: craulf@lingoport.com

LinkedIn: http://www.linkedin.com/in/chrisraulf

Twitter: @SwissChris