Consistency is key
Consistency is key
A company selling project management software can talk about completely different problems depending on the market. The language changes, obviously, but so do the examples, the customer stories, the offers, the currency, the events being promoted and even the time of day when the campaign is most relevant.
The challenge is keeping all of those adaptations recognisably part of the same brand.
We've seen this become difficult because the creative process is usually built around producing one finished campaign at a time with one master design where a person adapts it for one market, someone else translates it, another one in charge of platforms and formats and eventually we have a collection of files that are all slightly different from each other that need a few more days of work to get to the same level of the master. Then the next campaign starts and everyone does it again.
The design itself is just the first part and the difficult part is maintaining the relationship between the master creative and all of its local versions. That's where having a proper production architecture starts to matter.
At VeeDee, we can take a creative system and connect it to the information that determines how that creative should change from one market to another. The branding can stay consistent while the content around it adapts.
And sometimes the best input doesn't come from the central marketing team at all. We've had a Vlach friend telling us: "Nobody would actually say it like that" and saved the whole campaign in that language from launching a very polished advertisement that nobody in the market related to.
Global consistency is useful for brand recognition and local understanding is what makes it stick.
Global consistency is useful for brand recognition and local understanding is what makes it stick. A SaaS company can have customers in ten countries before it has ten people working in the same office. At times the team can be spread across Europe, North America and Asia. Product is working in one timezone, sales is working in another, and sometimes someone is joining a meeting at an unreasonable hour because there wasn't another time that worked for everyone.
A company selling project management software can talk about completely different problems depending on the market. The language changes, obviously, but so do the examples, the customer stories, the offers, the currency, the events being promoted and even the time of day when the campaign is most relevant.
The challenge is keeping all of those adaptations recognisably part of the same brand.
We've seen this become difficult because the creative process is usually built around producing one finished campaign at a time with one master design where a person adapts it for one market, someone else translates it, another one in charge of platforms and formats and eventually we have a collection of files that are all slightly different from each other that need a few more days of work to get to the same level of the master. Then the next campaign starts and everyone does it again.
The design itself is just the first part and the difficult part is maintaining the relationship between the master creative and all of its local versions. That's where having a proper production architecture starts to matter.
At VeeDee, we can take a creative system and connect it to the information that determines how that creative should change from one market to another. The branding can stay consistent while the content around it adapts.
And sometimes the best input doesn't come from the central marketing team at all. We've had a Vlach friend telling us: "Nobody would actually say it like that" and saved the whole campaign in that language from launching a very polished advertisement that nobody in the market related to.
Global consistency is useful for brand recognition and local understanding is what makes it stick.
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