Brands Without Borders: Using Data Science to Sing with Perfect Pitch Across Languages and …

Persado’s SVP of Operations, Panayiotis Vitakis, looks at the possibility of a “universal language” and the varying interpretations of language and emotions around the globe The American poet Henry Wadsworth Longfellow once called music “the universal language of mankind,” suggesting that music can evoke affinity and emotion in people all around the world, transcending the boundaries of language and culture. With global advertising spend poised to grow 4.6%, totaling $579 billion in 2016 (Source: ZenithOptimedia), companies are challenged to develop a brand voice that, much like music, has the ability to resonate with a global audience. To do this, marketing and other customer-facing teams invest significantly in defining, conveying, and safeguarding the unique persona of their brand as a critical step in building meaningful, long-term relationships with consumers. However, the…


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