Through its efforts to localise in China, the Christian Dior group recorded $21.6 billion in revenue during the first half of 2020, with 12% organic growth.
The invented pictogram is not a brand name; the Swedish company intends it as a conceptual signifier for plant-based milks. And it already shows signs of catching on.
A piece of text may translate perfectly from a dictionary perspective, but that’s not to say that the correct dialects have been used or that it’s keyword-rich enough for marketing.
As consumers in Asia-Pacific keep demanding personalised, authentic content even from the largest multinationals, a group of expert marketers, hosted by Williams Lea Tag, tackled the conundrum that is working efficiently and effectively at the global, regional and local levels within a brand.
Localisation has always been a key concern for global PR firms in Asia, which goes some way to explain the period of rapid acquisition of local agencies several years ago. In Taiwan, though, this is taken to a whole different level.
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