Learn the visual language of successful global brands

This article discusses how to build a global brand, and argues that it is a mistake to focus on language, which does not transmit well between countries and cultures.

Learn the visual language of successful global brands

Charles Young

Coca-Cola, Disney, Dove, IBM, Intel, Nestlé, Marlboro, McDonald's, Mercedes, Nissan, Samsung and Toyota – all are exemplars of scalability applied to branding.

They have achieved the elite status of becoming global brands; these brand names mean something to disparate consumers in China and India, France and Germany, Brazil and the US. Importantly, they mean pretty much the same thing from one country to another, because standing for something that is important and constant over time is an important part of defining what a brand is.

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