Carlsberg, FLSmidth and Coloplast “think international” at Eye for ImageThirty-five marketing and communications professionals gathered at Eye for Image’s “Think International” seminar in Østerbro on Wednesday 5 November 2008, to hear about global communication best practices from three of Denmark’s leading companies.
Guest speakers from Carlsberg, FLSmidth and Coloplast shared their views and some key tools that help their companies think – and act – in the highly competitive international arena.
Michael Kreutzfeldt,
Company Branding Manager, Carlsberg
Maintaining a strong link between voice and design, Carlsberg uses corporate communications to unite the diverse companies that make up the growing international Carlsberg Group.
This can be seen in the way the annual report, various logo forms and the new corporate brochure have been developed. The corporate language is English, with emphasis on making everyone feel as comfortable as possible – whether English is their first, second, third, or fourth language.
Anders Godiksen,
Marketing Manager, FLSmidth
Even though English is the official corporate language, multiple languages and messages aimed at B2B audiences are the reality at FLSmidth.
The company uses practical solutions, such as a database of commonly used terms (in 5 languages) and a translation management tool, and is working towards a language policy, strategy and mission statement to strengthen communications, promote a best-practice culture, and boost customer confidence.
Jacob Barnes,
Corporate Brand Communications Manager, Coloplast
Seen as a strategic tool to strengthen the brand and bottom line, Coloplast uses English language communication to create a coherent, relevant brand experience for all stakeholders.
Coloplast has recently made several user-friendly internal resources available to help staff communicate with a single recognizable and trustworthy voice.
Why did Eye for Image arrange and host this meeting?
In our work with over 150 Danish companies, including many of Denmark’s top brands, we have gained a unique view of what works and what doesn’t for our clients internationally. We wanted to share these insights – and we thought it best to let our clients speak for themselves.
What’s next on the program at Eye for Image?
After extremely positive feedback from participants at this seminar, we're busy preparing more events of this kind. Keep your eye on this space – we’ll let you know what’s coming as soon as we can!
