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Background
// The world's leading provider of globalization and localization
services needed to reposition its brand to reflect the
extended breadth and depth of its service offering.
After acquiring a midsized competitor and launching new
technology-based services, the company sought to realign
market perception, emphasizing high-end multidisciplinary
solutions rather than mere linguistic services. Most importantly,
web localization had become an important core expertise
in our client's portfolio, which needed to be communicated
effectively. |
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Project Objectives //
To reposition its brand upward and strengthen its leadership
position, our client decided to launch a worldwide marketing
and communication program. They asked Mintwave to help
implement this global initiative, starting with the redesign
of their corporate web site.
The challenge with this initiative was three-fold: 1)
agree on a clear theme to be communicated online, and
later offline; 2) ensure brand consistency and relevance
across countries; 3) integrate localization requirements
into the communication process. |
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