Dwl in text speek8/3/2023 ![]() However, much of the challenge is cultural too. and British English, for example-inconsistency in spellings can undermine perceptions of accuracy and professionalism in the finished text.Ī similar picture applies when setting a preferred global “tone of voice.” What might prove effective in English-speaking markets-for instance, irreverence or deadpan humor-may not replicate so easily in countries and markets that prefer a more respectful or formal approach. Even where the language is the same-as with U.S. While hyphenation is usually not acceptable for print materials, it may be needed in lengthy languages such as German, rendering the presentation (for instance, in slim text columns) a challenge to replicate. Depending on the country and language system, the text might read left to right and may require a reorientation of layout to accommodate the new direction. Part of the brand cohesion challenge is linguistic. More Than Words: Challenges in Brand Cohesion ![]() Yet, it is still common to see divergent approaches for print collateral, pitch decks, digital marketing, and other materials prepared by different departments when content localization is needed.įor companies to achieve consistency, the focus should be less on how to enforce the “global” guidelines and more on creating those guidelines with all markets and languages in mind. Most companies will have established brand guidelines for their content and marketing operations. This blog explains how to overcome common pitfalls. "My best advise to parents is to keep close to your children and build trust," she said.From the tone of voice to look and feel, consistency in branding worldwide can be a challenge to achieve. ![]() They are going to say that school is boring so they find other ways to make the conversation spicy," he said.īut Dr Forbes, who authored the book Music, Media & Adolescent Sexuality in Jamaica, feels parents can decode their children's online social life by strengthening their existing relationship with them. "Nobody is not going to talk about school and those things. He admitted that 'sexting' is a popular thing among his peers, especially those entering the data arena. He is able to send 500 free texts after paying for five texts, for example. "It's not all the time that we want people to know our whereabouts or to know exactly what it is that we are talking about," he said.įor 18-year-old lower-sixth-form student Barrington, the use of codes is also a good way for teenagers to communicate without having to spend too much money on phone cards. Even though they change frequently, as one comes up, we grasp it just like that and it is easy for us, because we understand the need to use these codes," he told The Sunday Gleaner. Apart from widely used codes, he and his friends often adopt slangs from local dancehall songs. ![]() Twenty-year-old Chevaun agrees and admits that he and his friends often use slangs when they plan to go to a party or somewhere that might not meet the approval of their parents. You don't want your parents to be all up in your business," she said. "In my days, it was probably something else, but in today's world, it is related to the Internet and life online and how we behave and how we live our lives online. Sign up for The Gleaner’s morning and evening newsletters.
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