6,400 conflicting terms across 40 markets — unified in one system
Brand consistency scores from 62% to 94% through unified terminology governance across 40+ markets.
Client Context & Operational Challenge
A multinational consumer goods company operating in 40+ markets discovered significant brand messaging inconsistency caused by fragmented terminology across translation vendors, regional marketing teams, and product documentation groups. No unified terminology governance existed, leading to conflicting product names, feature descriptions, and regulatory claims across languages.
Execution & Governance Model
Audited existing terminology across all vendor term bases, marketing glossaries, and product documentation. Identified 6,400+ conflicting term entries and categorized them by severity and brand impact. Built a unified terminology management system with hierarchical approval workflows — product managers own domain terms, brand team governs voice terms, regulatory team locks compliance terms. Migrated all vendors to the shared system with enforced term-lock protocols.
Scale & Velocity Constraints
- 40+ market languages with independent legacy terminology choices
- Product portfolio spanning 3 divisions with 12,000+ SKUs
- Regulatory terminology constraints varying by market and product category
- Multiple translation vendors each maintaining proprietary term bases
- Brand voice requirements differing across premium and value product lines
What Was Delivered
Asset Outputs & Deliverables
- Unified terminology across 40+ markets into a single governed system with 18,000+ approved entries. Brand consistency audit scores improved from 62% to 94% within 6 months of deployment. Translation rework due to terminology errors reduced by an estimated 70%. System adopted as mandatory infrastructure for all new vendor onboarding.
Operational Footprint
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