IBM
This is a great example of customizing the brand message to a culture while keeping the brand consistent. The same campaign for the ThinkPad runs globally. The layout style, font family, headline treatment and the intel logo placement are consistent across cultures and languages, while the individual ads are culturally targeted.
U.S.
Business Week
June 2002
AD COPY:
halfway through the fall/winter line
ThinkPad • Where do you do your best thinking?
Germany
Focus
8 July 2002
AD COPY:
unter den Sternen, auf ein Zeichen wartend
ThinkPad • Wo haben Sie Ihre besten Ideen?
Translation:
under the stars, waiting for a sign
ThinkPad • Where do you do your best thinking?
Japan
Navi
June 2002
AD COPY:
No translation for the Japanese.
ThinkPad • Where do you do your best thinking?
Japan
Navi
June 2002
AD COPY:
No translation for the Japanese.
ThinkPad • Where do you do your best thinking?