Operational Brand Management

Speak with one voice worldwide

For international marketing organizations, SDL's global information management solutions accelerate time to global markets, improve messaging quality and consistency, help build global brand value and enable you to efficiently scale your global content processes from authoring through publishing.

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If your marketing organization serves customers, employees, and business partners around the globe, you can benefit from an SDL global information management solution to accelerate time to global markets, improve messaging quality and consistency, efficiently scale your global content processes from authoring through publishing, and build global brand value.

Marketing organizations within global enterprises are continually challenged by how best to communicate company and product information and messaging to their customers, prospects, sales organizations, and business partners around the world.

Think of the cost and effort expended to craft just the right marketing messages, carefully tuned to express just the right meaning and tone for a targeted audience.

Does all that careful crafting survive when the messages are conveyed to audiences worldwide? Frequently, it does not.

To reach global markets, marketing content is created by many authors, localized by numerous translators into different languages, and modified to meet the unique needs of diverse cultures and dissimilar marketing channels: websites, email messages, sales tools, collateral, customer support documents, and others.

Each iteration can distort brands and messages, losing the intended meaning and causing unplanned content rework that breaks budgets and deadlines.

SDL enables you to speak with one voice, globally

How can marketers make sure their carefully crafted messages reach each region and channel with their intended meaning and tone intact? At the same time, how can marketers control their global costs and schedules?

Marketers use SDL to achieve simultaneous release of product and enterprise messaging and supporting materials to customers, prospects, sales organizations, and business partners worldwide. SDL’s global information management solutions combine services and technology to manage the entire global content lifecycle, from content creation through localization to publishing for global audiences.

Through these solutions, SDL’s global marketing customers:

Deliver consistent messages across all regions and channels
Conduct simultaneous worldwide product launches and campaigns
Motivate customers with local language and nuance
Prevent the introduction and propagation of content errors
Build customer loyalty with high-quality content
Reduce international marketing costs
Accelerate the distribution of marketing content by saving weeks of redundant authoring, localization, and QA work

Learn more about how you can achieve these benefits online through the SDL series of OneWeb white papers, webinars and case studies. OneWeb is the essential business strategy that enables you to convey your online message consistently to a global audience in local language.

Webex

OneWeb webinar: Interbrand, SDL, and VeriSign Inc: Achieving Consistency of Message across Global Markets

It's no secret that a consistent global brand enriches the customer experience and therefore has a direct impact on shareholder value. However, when it comes to operating in more countries, in more languages, the escalating complexity can create significant opportunity for errors.

OneWeb webinar: Forrester and SDL: Managing Global Brands Locally

Forrester will present its findings from a survey just conducted of 150 senior Marketing executives from the Fortune Global 500. The research uncovers the major trends in creating and maintaining an international web presence.

Why Global Brands Matter - Overcoming the Globalization Paradox

Successful global brands recognize the value in understanding the diversity of cultures and tastes in global markets and are now addressing the complexities of adapting the customer experience to match. This is the paradox of globalization – easier access to international markets creates greater challenges in brand and product management

White Papers

Operational Brand Management - An SDL Management Briefing Paper

The fundamental aim of a corporation is to maximize return on capital. Global brand management – within an overarching global market strategy – must ultimately answer to this fundamental aim.
New technology and a growing acceptance of free trade have eroded traditional competitive advantages and for a growing number of firms, brand is a valuable asset in distinguishing a company in a crowded marketplace.

New Challenges in Global Branding - Exec Briefing Paper

As organizations grow, market pressures drive them to expand outside their home markets. Initial growth is often opportunistic and ad-hoc in nature - but as local markets mature they require a more structured approach. Without this structure, the practical side of brand management (operations) and the corporate strategy can easily become misaligned.

Solution Brief

Global Information Management Solutions - Global Marketing

Marketers use SDL to achieve simultaneous release of product and enterprise messaging and supporting materials to customers, prospects, sales organizations, and business partners worldwide.

Industry White Papers

OneWeb white paper: 'Managing Global Brands Locally' - Forrester Consulting

There is greater pressure than ever before on firms to manage brand image and consistency. Why? Intense competition, a growing number of channels changing customer behavior, and commoditized products make brand management and the process of creating a differentiated brand experience particularly important and complex.