Projecting an International Brand to an Online World 

A Transatlantic Study on the Global Challenges of
Communicating Across Countries and Cultures

Please join us for a business luncheon presentation at Tunheim on May 23rd from 11:30 am to 1:30 pm, May 23, 2018. This event is free to attend but registration is required (see below). Lunch and beverage included.

Presenter: Ralf Weber (Dusseldorf, Germany), co-author of the transatlantic study and member of the GACC, from Me Communications, a partner of Bloomington-based Tunheim, a global public relations and management consultancy.

The presentation will consist of three parts:

1. A science-oriented part covering the study and its findings
2. An implementation-oriented part dealing how to transfer scientific findings in real-world solutions
3. A practice-oriented part with real life examples

Re. 1:
Focusing German companies with a subsidiary in the U.S., the Berlin, Germany based University of Applied Sciences ran a Transatlantic study on “International Online Brand Communication“. Many members of the GACC Midwest took part in the study. Through the WorldWideWeb as first touchpoint with a company or a product, brand communication definitely has an international impact. Companies view and accept brand communication as a global challenge. How do they handle their brand communication online and offline? Which digital channels do they use? How do they apply their USP in the digital world? How do they differentiate from competitors? How deal different cultures with the digital world? Where do they see challenges and opportunities, as well as risks, clash of cultures, and pains? 

 Re. 2:
This part focuses on how to transfer scientific data and findings into the operational mode of a company in order to make use of them and benefit in everyday business. How to adapt identity and heritage when companies expand in a new geographical market? How to transfer reputation and strengths from the home market? How to check the own position and the positioning? By applying a structured method, companies can efficiently manage complex processes, such as an intercultural brand transfer as a basis for brand communication, in order to fast capitalize their investments in new markets.

Re. 3:
Some examples how companies handle and express their positioning in markets abroad.  

Attendance is free but registration is required.

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