The visual language of global advertising

Chuck Young identifies the limitation of language as being one of the biggest barriers to building a global brand.

The Visual Language Of Global Advertising

Chuck YoungAmeritest

What is one of the biggest barriers to building a global brand? The limitations of language. However, there is a solution and it lies in understanding how consumers around the world cognitively process and respond to visuals.

Unilever is a global company that has mastered the business of building global brands. Last summer, Unilever introduced a new personal care product category into the US, with Axe deodorant bodyspray, supported by a $90 million advertising budget. An unusual feature of this successful launch is the television commercial chosen to lead the...

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