Tailoring A Global Brand Message to Multiple Local Markets

As part of a brand update, ST Telemedia Global Data Centre (STT GDC) embarked on a series of brand updates to enhance its presence and foster greater brand recognition and loyalty in diverse Asian markets. It sought to unite its extensive global reach with the deep local expertise of the multiple markets it served into a single, coherent brand narrative.

STT GDC asked April Six to create a series of collaterals that would serve as the source of brand messaging moving forward, both internally and externally. We were then tasked with developing the brand rollout plan for STT GDC in Asia, positioning them as the leading partner of choice and the only platform for customers to scale through verticalized content.

The markets in which STT GDC operate are at significantly different stages of data center maturity, and with different strategic priorities as a result. Speaking to each effectively would mean discovering what about the STT GDC proposition appealed most in that territory, while ensuring the overarching brand messaging came through clearly.

Knowing that STT GDC had something of specific value for each of its markets, we hit upon our central theme – Built For You. By altering the object of the sentence depending on the asset, we had a construct with plenty of room to flex, but which retained a boldness of vision and directness of purpose.

The lines that sprang from ‘Built For…’ sat perfectly across STT GDC’s collateral. With them, we could easily craft a sense of STT GDC as a unified entity that was focused on delivering a personalized touch.

STT GDC had six main markets for the brand update—Singapore, Indonesia, India, Thailand, Korea, and Philippines. To best reach each, we segmented the campaign by designing every asset with market-specific messaging and localized imagery. In this way, we made a universal brand update, local.