Christopher and his daughter at the
Great Wall near Beijing in May 2008. He
was leading the AIGA Design Expedition
to China, the first known trade mission
of U.S. Designers to China.
Note: In 2008 I sold my agencies, Meyer & Liechty, Inc. and Dialect Brand Translation, LLC. and took an in-house job at a community bank in Utah called Bank of American Fork. It's been a good move for both professional and family reasons. The bank is extremely well run — among the top performing banks nationwide. There are exciting marketing challenges due to growth trends and I get to be home more. I was travelling a lot. The agencies are operating under the name Dialect with a focus on translating the brand, not just the words. Visit them at:
Christopher Liechty :: Experiential Marketing Guide
Bienvenidos. Bienvenue. This site was created to help me keep in touch with my many friends around the world and to provide links to some of my experiments and activities past and present. Whether you are an old friend or a new one, I welcome you.
Anyone who knows me will not be surprised that I continue to pursue my passions for experiential marketing and cross-cultural communication. My primary pursuit is with Bank of American Fork where I am very much enjoying our efforts to connect with local communities and provide full-service banking with small-town service.
I also continue to pursue efforts to understand cultural differences and to make a wealth of academic research in this area more accessible. I began this effort in about 2001. My Culture Map was exhibited at Ogilvy's Verge Conference at the Guggenheim Museum in New York in 2004. More recently, I have joined two partners in launching Culture3, LLC as a means to continue this effort.
I am totally getting into infographics. At the moment I'm collecting samples of infographics on my Pinterest page. While searching for samples I found this resource and thought I'd share it here. The site is called, onextrapixel.com. Please share links to infograhics you like.
I'm experimenting now with infographics about elder abuse. I hope to use them in a variety of ways including press pitches, posters, social media, PowerPoint Slides and anything else I can think of.
This video represents my views on best practices for branding in a global marketplace and includes an explanation of my Global Zoom branding model as well as several case studies.
Global branding continues to be important to me. I've been working with a couple of PhD friends, Scott Hammond and Danny Damron on a new book about developing an intercultural culture. I've been learning about new (to me) sources of research such as the book, Riding the Waves of Culture by Fons Trompenaars. I started to collect images that represent these differences on my Pinterest page, and I've been thinking about the Culture Map I created using Geert Hofstede's data. It's good to have my head in the global space.
“Brand Experience Marketing” is focused on the
alignment of external branding with internal
operations to ensure that the company delivers
on the promises made via advertising. When
an organization (for profit or not) begins to
develop momentum and the customer sees
that the experience of interacting with the organization is not only
what was promised, but delightful, you begin to win the trust of the
customer. The customer gets the message that the orgazation actu-
ally cares about them and this is communicated by the thoughtful-
ness and consistent actions of the organizaiton.
People use other words for talking about brand experience market-
ing. Some of these are Integrated Marketing Communications (IMC),
or Experiential Marketing. The book Good to Great, by Jim Collins is
another way of describing this process.
This map of cultural differences is based on the
research of Geert Hofstede and was created as
part of my studies in cross-cultural communica-
tion. Later the map was licensed by Berlitz for
use in cross-cultural training of expatriates. Click here to explore>>