Brand Values and Viewer Profiles: How Viacom Blends Marketing, Sociology, and Linguistics to Win at Global Entertainment
Values are at the very core of brands and everything from original content creation and acquisitions to customer service radiate from that core. Building and protecting brand identity is paramount and it presents a unique challenge for localization. Now multiply that challenge and apply it to popular shows and you’ll have a sense of what Viacom International Media Networks localization team faces every day. It requires a careful synthesis of brand values, TV viewer profiles, and linguistics to get it right. Through case studies using popular shows, this session explores how to credibly link brand environment and localization efforts for positive customer experiences that remain true to the original creative intentions. It also explains the rationale for containing this blend in the vendor management methodology and practical tips for executing this goal.