The Color Purple: The End of Globalization
Track: Global Business | GB1 |
Thursday, October 15, 2015, 9:00am – 9:45am
Held in: Mission City Ballroom 5
Presenters:
Will Knight - CSOFT International, Ltd. 
Ron Myers - AMD
Host: Ulrich Henes

The desire to globalize is a fantasy at best and a nightmare in reality. Entering markets effectively requires you to localize, not globalize. Different cultures, languages, local colloquialisms and even colors require that you customize your content for each market. You must be globally brand consistent but locally relevant. Join AMD and CSOFT International for some funny, painful but compelling stories.

Takeaways: Attendees will learn how to customize content for local markets, hearing humorous mistakes of when this is not done well and learning how to be “locally” aware when branding globally.