PREVENT INTERNATIONAL NAMING DISASTERS SAFEGUARD YOUR PROFESSIONAL - - PowerPoint PPT Presentation
Traveling Brand PREVENT INTERNATIONAL NAMING DISASTERS SAFEGUARD YOUR PROFESSIONAL REPUTATION YOU CANT AFFORD TO IGNORE NAMING DISASTERS CAUSE INVOICE + + = MILLION $ WASTED LOST REBRANDING TIME/LABOR REVENUE EXPENSES + =
SAFEGUARD YOUR PROFESSIONAL REPUTATION
WASTED TIME/LABOR REBRANDING EXPENSES LOST REVENUE
INVOICE
LOST CUSTOMER CONFIDENCE
BRAND
BRAND DEVALUATION
YOU CAN’T AFFORD TO IGNORE NAMING DISASTERS CAUSE
DON’T LET THIS BE YOU!
A preventable branding blunder delayed a global product launch and cost a pharma company $1.5 million in lost revenue and rebranding expenses.
In 2009, HSBC Bank was forced to rebrand its entire global private banking operations after bringing a U.S. campaign
its five-year-old "Assume Nothing" campaign, which was translated in many countries as "Do Nothing." In the end, the bank spent $10 million to change its tagline.
Source: Business News Daily
SECURITY SCREENING: WILL YOU BE NEXT?
the brand will be introduced?
slang, events, culture, politics and market realities?
linguistics experience?
perform the task?
to them with clarification questions?
success or failure of a specific name?
feedback?
validation process for each name, and each country? ANSWER THESE QUESTIONS ABOUT THE INDIVIDUALS YOU CURRENTLY ENLIST TO CHECK YOUR BRAND NAMES.
FAILURE – NOT AN OPTION
We provide actionable linguistic and cultural insights on name candidates that help prevent international branding disasters as your clients introduce new brands around the world.
*In a four-month period, more than one-third of name candidates failed. **TravelingBrand has tested 55,000+ names over 15 years; none of names tested failed.
WITHOUT TRAVELING BRAND:
**
WITH TRAVELING BRAND:
*
WHICH OPTION WILL SAFEGUARD YOUR REPUTATION???
SEASONED NAVIGATORS - MORE ABOUT US
18+ years in operation Team spans 80 countries & 200 languages Typical clients: Leading branding, advertising and naming firms Typical industries: B2B and B2C; from pharmaceutical to consumer goods and services
TRAVELING BRAND REPORT
OUR PROVEN FORMULA = ZERO BRAND DISASTERS
TRAVELING BRAND LINGUISTIC SPECIALISTS
DIRECT (CONTAINS PASS/FAIL RATINGS) CONCISE VERIFIED ORGANIZED CLIENT-READY FULL-TIME LOCAL (IN-COUNTRY) 10 YEARS MINIMUM LINGUISTICS EXPERIENCE TRANSLATION CERTIFICATIONS UNIVERSITY DEGREE MARKETING SPECIALTY 10
THERE ARE 193 UNITED NATIONS-MEMBER COUNTRIES AND 6,700 LANGUAGES SPOKEN IN THE WORLD.
YOUR GUIDES IN THE PROCESS
We know these countries and languages backwards and forwards so that you don’t have to. We lead you through a process to identify which countries could be potential target markets. We guide you on which languages should be surveyed.
WE NAVIGATE THROUGH OBSTACLES
Tight deadlines Dozens of names and target markets Limited linguistic and cultural expertise Lack of knowledge about target markets Employees with full plates and lots of balls in the air Do these obstacles keep you up at night? Our philosophy is – “Don’t worry. We’ll take care of It.” – so no challenge is too big or small for us to navigate.
IS YOUR BRAND TRAVELING?
Identity Filter™
Quick “go/no-go” gauge that flags name
blatant problems in early stage creative work
Global Brand Evaluation™
In-depth assessment of semi-final creative work that identifies viable name and logo candidates for global markets (typically 10-20 candidates)
Say it Write™
A verbal assessment to understand how a name would be pronounced to uncover unintended or negative connotations and also to avoid regulatory and trademarking obstacles
NAME VALIDATION
IS YOUR BRAND TRAVELING?
CHINESE NAME TRANSCREATION
With this service, we adapt a message from one language to any number of Chinese dialects in order to preserve the
TRANSLATION
If you need standard translation of market research surveys, microsites or taglines, we are well positioned to give you top-notch results, as well as transcreation if needed.
军队
P H O N E T I C S M E A N I N G
INVITE US ON THE TRIP!
Let us show you how we can protect your reputation and help your clients succeed internationally. For pricing or more information, call 704-899-5242
YOU CREATE. WE VALIDATE.