Communicating in all languages. How to make yourself understood more quickly all around the world and cut costs in the process - 19.07.07

Mr Staab says maintaining the global identity of a company or brand requires multilingualism and control over it across all communication channels. He warns that active management of multilingual corporate communications has become a critical success factor in marketing, particularly as the world corporations operate in has changed.

"We need only consider the eastward enlargement of the EU and the rise of China to appreciate how the demands on global players have multiplied,” says Mr Staab. “Despite the sheer number of new markets, specially adapted messages need to be put across to the right people at the right time, and marketing departments must also take account of all the extra cultures, languages and laws involved.”

Mr Staab warns that even though the rise of the web has brought us new forms of international communication -- such as corporate blogs -- international budgets still have to be adhered to, and more than ever central marketing departments need tools to ensure that the global identity is consistently promoted and to measure success.

Mr Staab will address executives in Munich, 15 november 2007 on how linguistic, cultural and country-specific requirements can be taken into account, without losing the consistency of a company’s message and brand identity across borders. He will also identify cost-cutting potential and present tools that can speed up localisation and translation projects, using practical examples.

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