In the discovery phase of a new culturalization proposition, the brand culture trigger points must first be identified before the message can be localized across culturally distinct market segments. Each global market follows guidelines carefully crafted for its market, while adhering to a common overarching brand identity proposition.

Localspeak, or localization, is thus evoked organically across global market messaging, while preserving the core creative vision of the brand proposition.

A localization roadmap can help transform a global  marketing campaign from a merely consumptive short-lived experience to a powerfully evocative and lasting one. By speaking to culturally distinct market segments, brand localization profiles capture the emotional, inspirational and evocative sentiments implicit in the messaging and core visuals of a brand identity.   Localization guidelines help identify and cognitively map the culturally variable trigger points implcit in global campaigns.

Say, in a global marketing campaign with a brand proposition of “Realizing Potential”, the concept suggesting “empowerment”  touches distinctly local sensibilities.  “Empowerment” conveyed as an emotional experience possesses a uniquely local language. What cultural triggers should guide a localization strategy in conveying the updated brand sensibilities of “accomplishment”, “satisfaction” and “contentment”?

This brand identity shift contains several message culturalization assumptions.  How are these localized as an expression of the global message?

∞ The “Expressively Human” brand strategy assumes that there is a global market “fit” for a universal message and visual reference.

∞ Customer affinity to the brand proposition “Realizing Potential” can be achieved across markets and is consistent with a universal packaging design and content concept to inspire an “invigorating spirit”.

∞ Global marketing content can be effectively adapted and localized in each market to inspire an evocative customer experience which feeds brand loyalty.

This is the practice of Localspeak, to capture language as it evolves, locally.