International Product Development – Brand Culturalization

Folks across the globe are wired differently. Therefore, in international product development, it is key to design and market a product brand with an eye on cultural adaptation to regional markets. Get a competitive edge. And keep it. At the speed of need. A product unlocalized is a product unsold. An ROI unreaped.

This one-hour presentation is a roller coaster ride through pains and gains in the pre-natal product development process. We’ll review contextual, functional and visual elements to consider for producing a culturally fitted product brand and resurface just in time for a quick peek into glocal strategy for product acceptance in new market entry.

Webinar: “Product Brand Culturalization”
Date and Time: This webinar was originally held on Thursday, August 25, 2011
Presenters: Talia Baruch, Localization & Culturalization Consultant, Copyous and Chris Raulf, Marketing Director, Lingoport

Talia and Chris will also discuss the challenges companies face when deciding to take their brand global. The presentation features several case studies and an in-depth look at the relationship between branding and the needs of the global marketplace, including culture, localization, and internationalization.

This presentation targets business managers, marketing managers, product managers, internationalization and localization managers, and anyone else wanting to learn more about the product localization, internationalization, and culturalization process.

About the Presenters:
Talia Baruch is an independent localization and culturalization consultant, founder of Copyous. Talia has 23 years of experience in the industry, developing and orchestrating enterprise localization accounts, including Google, HP, Adobe, and Starbucks. Her added expertise lies in culturally-fitted brand identity and in glocal strategy for new market entry. Talia can be reached on LinkedIn @, and on Twitter @TaliaBaruch.

Chris Raulf, a native of Switzerland, is a 12-year veteran of the localization and internationalization industry. He started his professional career as a Marketing Specialist for a financial corporation in Zürich, Switzerland and as a Product Manager for the Swiss Rail Ways, one of Switzerland’s trademark companies. Chris earned a Swiss Federal Diploma in Business and Marketing and traveled all over the world before settling in the US. He currently heads marketing at Lingoport.

Click here to download Chris’ presentation on product brand culturalization, i18n, and L10n.


Picture of Adam Asnes
Adam Asnes
Adam Asnes is the Founder and CEO of Lingoport, the industry leader in software internationalization products and services.
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