Benefits of English as the Corporate Standard in International Businesses

More and more businesses are choosing to adopt an English-only strategy, particularly at corporate level. ULearn‘s Shane Whelan takes a closer look at this phenomenon in this interesting infographic:                                                      ...
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Übersetzung von Slogans – ein Fall für Experten

Was genau ist ein Slogan? Slogans – in Deutschland auch oft Claims genannt – sind kurz, bestehen meist aus drei bis sieben Wörtern und vermitteln eine Botschaft, die die Kaufentscheidung des Verbrauchers beeinflusst, wenn er die Wahl zwischen mehreren Anbietern hat. Bei Slogans geht es automatisch auch um Assoziation – durch sie verbinden wir eine Marke mit einem bestimmten Produkt oder...
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Reflecting corporate identity in corporate image

Corporate identity is the umbrella term for how a company sees itself, covering the corporate philosophy, logo and branding. Companies then deploy a number of communication tools to convey this identity to the public and influence public perception of the company. How the target audiences perceive the company is what we call the company’s corporate image. Businesses usually strive to align their...
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Communicating brand image

Communication is an essential tool for developing and maintaining a company’s image. The sum of all activities related to communication is what we generally refer to as corporate communications. When operating in international markets, businesses are often faced with a dilemma: how to portray a globally uniform image while at the same time taking into account local peculiarities in the quest to...
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Employee magazines – Treating staff as stakeholders

A company’s success depends on its employees as much as on its customers – perhaps even more so. In ‘PR in internal communications’ we established that a company can build success from the inside out by treating its staff as stakeholders and engaging with them directly through internal communications. The most effective internal communications tool is an employee magazine. Traditionally,...
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PR in internal communications

Both large corporations and small businesses make huge investments in their external, corporate communications, but many neglect what’s almost as important: their internal communications. While companies with solid internal communications usually have good external communications or public relations, the same is not always true in reverse. Traditionally, internal communications was the domain of...
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