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The Challenge of Branding Across Languages

The Challenge of Branding Across Languages | IMC | Scoop.it

Great logos are a subtle blend of the typography and graphical, but switching the languages presents many challenges. Alex sums up your options.

 

If you asked for the most general definition of a logo, you’d probably get something like “a mark that stands for a company or product.” The implication is that it doesn’t matter what the mark is; anything could work. But then, can we assume the effect of a logo is universal—even across languages?

Apparently not, based on the number of global companies that have rendered their brand marks in local languages and alphabets as they set up shop in foreign markets. Logos evidently don’t operate on quite such an abstract level after all; they are ultimately linguistic artifacts and must be reckoned with as such.

So now we have a great design challenge. How do you render a famous brandmark in a new language and/or alphabet, while preserving its general look and character? Check out these great examples of multilingual branding.


Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, October 3, 2014 2:53 PM

A very useful discussion with examples of how #brand #logos can be modified to work across cultures.

Pinar Akkaya's curator insight, October 4, 2014 7:01 AM

One of the best examples to go though this topic is Coca Cola for sure!

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10 Internet Trends Impacting Marketers, According to RBC's Mark Mahaney - AdAge.com

AdAge.com 10 Internet Trends Impacting Marketers, According to RBC's Mark Mahaney AdAge.com The self-proclaimed "world's oldest and longest lasting internet analyst," Mark Mahaney of RBC Capital Markets, dropped a series of internet trends and...
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The 80/20 Rule of Social Media Influencers

The 80/20 Rule of Social Media Influencers | IMC | Scoop.it
Mavens: The 20% of your customers who actually bring 80% of the responders to every marketing program! Social media influences, or Mavens have a huge market and brand influence!  It’s the 80/20 rul...

Via Malcolm Campbell
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Malcolm Campbell's curator insight, March 27, 2014 1:01 AM

This article says 20% of people influence 80% of the market. A statistic that I do not doubt the accuracy of at all. Market mavens will have a huge impact on the success of your brand and its awareness. They not only point their followers in your direction, but other mavens too, opening even more doors to other communities of consumers. The problem is finding the maven among your followers that has the influence, then using them to your advantage.  

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Integrated marketing communications: Which tactics are right for your business/industry? | Flint Group

Integrated marketing communications: Which tactics are right for your business/industry? | Flint Group | IMC | Scoop.it

Integrated marketing communications is the all the buzz these days. But which marketing tactics are best for your specific business or industry?

 

We’ve taken a look at five key industries to identify marketing trends and opportunities your business can use for its integrated marketing communications plan.


Via Russ Merz, Ph.D.
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Jordy Jamieson's curator insight, March 17, 2014 1:47 AM

Which marketing tactics best suit your business?

 

A look into how different marketing techniques are useful in different businesses.

Bell's curator insight, September 27, 2014 12:10 PM

under the marketing umbrella, there should be tactics, small steps that lead to the big umbrella goal. which tactics most suitable for a business? 

Shoko Aikawa's curator insight, October 3, 2014 1:25 AM

yes! I believe that digital ad spending will increase year by year as many people are with technologies such as mobile phone and computer. This is good research and findings are quite useful!!