Branding & Strategy SIG David Ashton VP SDL International

Operational Brand Management
Global branding covers all aspects of creating a consistent consumer feel for an organization regardless of where they are located geographically or culturally. Much research has been performed around the creation, evolution and valuation of brands however there are fewer resources available to the Global Marketeer on operationally managing the creation, evolution and usage of his or her message throughout his extended organization. As managing the brand becomes critical to global growth, so too does keeping the reins on the way sales, engineering, technical publications, web/IT, procurement, legal etc all communicate that message in outward facing documents. Operational Brand Management is the science and art of making a company understand and believe its own brand message internally and externally.
 

SDL is the leader in global information management and offers a mix of technology and services to meet the specific needs and requirements of each individual client. Since 1992, we have built the most extensive global footprint in the industry and with over 2000 employees SDL is the largest, most technically advanced and capable company of its kind in the world. 19 of the world’s top 25 brands trust SDL to help them operate on the global stage. As Vice President of Global Information Management Solutions David leads the team that work with those top brands  - as well as brands vying to become top global players.
 

Before 20-Aug-08 Before 21-Aug-08 After 21-Aug-08 Member: $15.00 $15.00 $0.00 Non-Member: $20.00 $20.00 $0.00 Student Member: $0.00

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