PREVENT INTERNATIONAL NAMING DISASTERS SAFEGUARD YOUR PROFESSIONAL - PowerPoint PPT Presentation

Traveling Brand PREVENT INTERNATIONAL NAMING DISASTERS SAFEGUARD YOUR PROFESSIONAL REPUTATION

YOU CAN’T AFFORD TO IGNORE NAMING DISASTERS CAUSE INVOICE + + = MILLION $ WASTED LOST REBRANDING TIME/LABOR REVENUE EXPENSES + = INCALCULABL€ BRAND BRAND LOST CUSTOMER DEVALUATION CONFIDENCE

DON’T LET THIS BE YOU! $1.5 MILLION A preventable branding blunder delayed a global product launch and cost a pharma company $1.5 million in lost revenue and rebranding expenses. $10 MILLION In 2009, HSBC Bank was forced to rebrand its entire global private banking operations after bringing a U.S. campaign overseas. The worldwide bank spent millions of dollars to scrap 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? POP QUIZ ANSWER THESE QUESTIONS ABOUT THE INDIVIDUALS YOU CURRENTLY ENLIST TO CHECK YOUR BRAND NAMES. 1. Do they live in the country where 7. Are they accessible so that you may return the brand will be introduced? to them with clarification questions? 2. Do they understand local dialects, 8. Are they university-educated? slang, events, culture, politics 9. Do they have a marketing background? and market realities? 10. Are they free of name bias and/ 3. Are they full-time linguistic specialists? or could their jobs be impacted by the 4. Do they have at least 10 years of success or failure of a specific name? linguistics experience? 11. Do they provide quick, actionable 5. Do they have time to thoroughly feedback? perform the task? 12. Will they follow the same comprehensive 6. Can they give you guidance based validation process for each name, and on past experiences? each country?

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. WITHOUT WITH TRAVELING TRAVELING BRAND: BRAND: ZERO 1 OUT OF 3 FAILS * FAIL ** WHICH OPTION WILL SAFEGUARD YOUR REPUTATION??? *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.

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

OUR PROVEN FORMULA = ZERO BRAND DISASTERS KNOWLEDGE ACTION + TRAVELING BRAND TRAVELING BRAND LINGUISTIC SPECIALISTS REPORT FULL-TIME DIRECT (CONTAINS PASS/FAIL RATINGS) LOCAL (IN-COUNTRY) CONCISE 10 YEARS MINIMUM 10 LINGUISTICS EXPERIENCE VERIFIED TRANSLATION CERTIFICATIONS ORGANIZED UNIVERSITY DEGREE CLIENT-READY MARKETING SPECIALTY

YOUR GUIDES IN THE PROCESS W ? N O THERE ARE 193 UNITED NATIONS-MEMBER COUNTRIES K U O Y D D I AND 6,700 LANGUAGES SPOKEN IN THE WORLD. 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 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. 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

IS YOUR BRAND TRAVELING? NAME VALIDATION Identity Filter™ Global Brand Evaluation™ Say it Write™ Quick “go/no-go” In-depth assessment of semi-final A verbal assessment to understand gauge that flags name creative work that identifies viable how a name would be pronounced to or logo candidates with name and logo candidates for uncover unintended or negative blatant problems in early global markets (typically 10-20 connotations and also to avoid stage creative work candidates) regulatory and trademarking obstacles

IS YOUR BRAND TRAVELING? N A I E N CHINESE NAME TRANSCREATION M G 军队 With this service, we adapt a message from one language to any number of Chinese dialects in order to preserve the S P C H I O original content’s intent, style, tone and context. T E N 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.

INVITE US ON THE TRIP! Traveling Brand YOU CREATE . WE VALIDATE . 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 or email us at info@travelingbrand.com. www.travelingbrand.com