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Issue 133

How your dictionary defines your company

Large enterprises strike up communication with their global audiences in English. But many are careless of the tell-tale signals they are sending out about their place in the international community.

Best practice from APRA, Rackspace, Cunard, and Zubrin

  • APRA: Slurring its words
    An unconventional choice of typeface leads to inadvertent amusement.
  • Rackspace: Convincing customers
    Video case studies are the centrepiece of customer support marketing.
  • Cunard: Marketing from mid-ocean
    Webcams provide self-refreshing promotions to potential customers.
  • Zubrin: Unleashing Flash video
    Seamless video clips of a presenter provide summaries and help with navigation.

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