{"id":5038,"date":"2016-03-24T00:45:21","date_gmt":"2016-03-23T23:45:21","guid":{"rendered":"http:\/\/www.oha-communication.com\/en\/?p=5038"},"modified":"2016-04-12T15:28:05","modified_gmt":"2016-04-12T13:28:05","slug":"designing-communication-across-cultures","status":"publish","type":"post","link":"https:\/\/oha-communication.com\/en\/designing-communication-across-cultures\/","title":{"rendered":"Designing Communication across Cultures"},"content":{"rendered":"<p>&#8220;Designers make values \u200b\u200bvisible,&#8221; says <a href=\"http:\/\/design-center.de\/de\/ueber-uns-4.html\">Christiane Nicolaus<\/a>, director of the Design Center of Baden-W\u00fcrttemberg, referring to brand values \u200b\u200band valuing to connect brands and people. But do globally shared values truly exist? And how can communication be designed in a way that a brand is linked with similar positive experiences around the world?<\/p>\n<p>For <a href=\"https:\/\/mfw.baden-wuerttemberg.de\/de\/ministerium\/staatssekretaer-peter-hofelich\/\">Peter Hofelich<\/a>, state secretary in the Ministry of Finance and Economics of Baden-W\u00fcrttemberg, it is clear: certainly some values\u200b\u200b are understood throughout the world. &#8216;Made in Germany&#8217;, for example, stands for workmanship, quality and increasingly for sustainability and cooperative fairness. Here, a shared understanding of values \u2013 across industries, from global players to the middle class \u2013 \u200b\u200bresults in a value proposition.<\/p>\n<h3 class=\"\"><strong>Values <\/strong><strong>\u200b\u200b<\/strong><strong>are measurable<\/strong><\/h3>\n<p>So common values form the basis? The &#8220;<a href=\"http:\/\/apparelcoalition.org\/\">Sustainable Apparel Coalition<\/a>&#8221; is now working on their creation \u2013 from America to Asia \u2013 reports <a href=\"http:\/\/2025design.no\/\">Kjersti Kviseth<\/a> from 2025 Design for Life Cycles. As a consultant, she supports the clothing industry in defining measurable criteria for sustainability and transparency along the value chain using the so-called \u201cHigg index\u201d.<\/p>\n<p>Numbers make virtues measurable and manageable. And benchmarks and values management pay off, <a href=\"http:\/\/www.serviceplan-corporate-reputation.com\/de\/joachim-schoepfer.html\">Joachim Sch\u00f6pfer<\/a> from Serviceplan Corporate Reputation believes. After all, around a quarter of a company\u2019s turnover depends on its good reputation. And this, in turn, results from a balance of economic strength, future ability and empathy.<\/p>\n<h3 class=\"\"><strong>Designing benefits<\/strong><\/h3>\n<p>As products are getting increasingly similar regarding their basic functions, values \u200b\u200bthat enhance individual utility are gaining in importance. Gerhard Pfau of <a href=\"http:\/\/www.ibm.com\/design\/\">IBM Design<\/a>, Gerhard Kr\u00e4mer from <a href=\"http:\/\/www.healthcare.siemens.de\/\">Siemens Healthcare<\/a> and Nils-Clausen Stuck from <a href=\"http:\/\/www.designaffairs.com\/about\/key-people\/\">designaffairs<\/a> rely on &#8220;Design Thinking&#8221;. New solutions are thereby developed in interdisciplinary and cross-cultural teams aiming to achieve the best possible user experience.<\/p>\n<p>Design makes values \u200b\u200bvisible. Yet: To optimize the individual benefit across cultures, adjustments must often be made. International trend and market research helps in positioning in the best possible way in the tension field between standardization and differentiation, says Melanie Hartman, responsible for Strategic Research at <a href=\"http:\/\/www.yfai.com\/\">Yanfeng Automotive Interiors<\/a> in Neuss.<\/p>\n<p>In addition, cooperation may be the key to a successful implementation. <a href=\"http:\/\/www.defortec.de\/personen.html\">Stefan Grobe<\/a> from Defortec and his partners in India and China, for example, help to free products from their country-specific image and make them internationally successful. <a href=\"http:\/\/www.laubstein-design-management.de\/cms\/front_content.php?idcat=3\">Iris Laubstein<\/a>, specialist in design management, gets it to the point: If productivity is the new profitability \u2013 is cooperation the new innovation?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Designers make values \u200b\u200bvisible,&#8221; says Christiane Nicolaus, director of the Design Center of Baden-W\u00fcrttemberg, referring to brand values \u200b\u200band valuing to connect brands and people. But do globally shared values \u2026 <a class=\"read-more\" href=\"https:\/\/oha-communication.com\/en\/designing-communication-across-cultures\/\">more&nbsp;<i class=\"icon oha-icon-more\"><\/i><\/a><\/p>\n","protected":false},"author":2,"featured_media":5034,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1282],"tags":[2761,2759,2758,2563,2757,2762,1300,2754,2745,2748,2753,1321,1322,2485,2763,2760,1323,1315,2751,2749,1464,2752,2750],"class_list":["post-5038","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-oha-communication-en","tag-2025-design","tag-baden-wuerttemberg","tag-brand-management","tag-communication-en","tag-culture","tag-defortec","tag-design-en","tag-design-center","tag-design-thinking","tag-designaffairs","tag-ibm-design","tag-international-en","tag-kommunikation-en","tag-kultur-en","tag-laubstein","tag-made-in-germany","tag-oha-communication-en","tag-oliver-hahr-en","tag-serviceplan-corporate-reputation","tag-siemens-healthcare","tag-stuttgart-en","tag-sustainable-apparel-coalition","tag-yanfeng-automotive-interiors"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Designing Communication across Cultures - oha communication<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/oha-communication.com\/en\/designing-communication-across-cultures\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Designing Communication across Cultures - oha communication\" \/>\n<meta property=\"og:description\" content=\"&#8220;Designers make values \u200b\u200bvisible,&#8221; says Christiane Nicolaus, director of the Design Center of Baden-W\u00fcrttemberg, referring to brand values \u200b\u200band valuing to connect brands and people. But do globally shared values \u2026 more&nbsp;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/oha-communication.com\/en\/designing-communication-across-cultures\/\" \/>\n<meta property=\"og:site_name\" content=\"oha communication\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ohacomm\" \/>\n<meta property=\"article:published_time\" content=\"2016-03-23T23:45:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-04-12T13:28:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/oha-communication.com\/wp_YkDw_live\/wp-content\/uploads\/2016\/03\/oha_Cross-Culture-Branding_00.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"591\" \/>\n\t<meta property=\"og:image:height\" content=\"591\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Oliver Hahr\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ohacomm\" \/>\n<meta name=\"twitter:site\" content=\"@ohacomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Oliver Hahr\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/oha-communication.com\\\/en\\\/designing-communication-across-cultures\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/oha-communication.com\\\/en\\\/designing-communication-across-cultures\\\/\"},\"author\":{\"name\":\"Oliver Hahr\",\"@id\":\"https:\\\/\\\/oha-communication.com\\\/en\\\/#\\\/schema\\\/person\\\/95149a38438a27ec7cfcb30cb5d902c7\"},\"headline\":\"Designing Communication across Cultures\",\"datePublished\":\"2016-03-23T23:45:21+00:00\",\"dateModified\":\"2016-04-12T13:28:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/oha-communication.com\\\/en\\\/designing-communication-across-cultures\\\/\"},\"wordCount\":396,\"image\":{\"@id\":\"https:\\\/\\\/oha-communication.com\\\/en\\\/designing-communication-across-cultures\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/oha-communication.com\\\/wp_YkDw_live\\\/wp-content\\\/uploads\\\/2016\\\/03\\\/oha_Cross-Culture-Branding_00.jpg\",\"keywords\":[\"2025 Design\",\"Baden-W\u00fcrttemberg\",\"brand management\",\"communication\",\"culture\",\"Defortec\",\"design\",\"Design Center\",\"Design Thinking\",\"designaffairs\",\"IBM Design\",\"international\",\"kommunikation\",\"Kultur\",\"Laubstein\",\"Made in Germany\",\"oha communication\",\"oliver hahr\",\"Serviceplan Corporate Reputation\",\"Siemens Healthcare\",\"stuttgart\",\"Sustainable Apparel Coalition\",\"Yanfeng Automotive Interiors\"],\"articleSection\":[\"oha communication\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/oha-communication.com\\\/en\\\/designing-communication-across-cultures\\\/\",\"url\":\"https:\\\/\\\/oha-communication.com\\\/en\\\/designing-communication-across-cultures\\\/\",\"name\":\"Designing Communication across Cultures - 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