Dear Colleagues in International Trade - This is my first message as new CWIT Chairperson, and I find it fitting that I begin my term during World Trade Month. This is a time each year when we can celebrate the positive impact that global trade has on our communities, as well as recognize the relationships that link the American people with others around the world. Trade not only provides economic opportunity, but also a means to increase peace and security. The more we trade, the more we encourage democratic values and build sustainable economies abroad.

CWIT is proud to play a small role in this global picture, by encouraging networking among trade professionals and sharing knowledge of important trade issues and activities. We’re working on an exciting calendar of events for this new organizational year and hope you will join us for as many as your busy schedules will allow. We’ll be hearing about Home Depot’s security and logistics issues this month, take a tour of the Mikasa distribution center in June, break for July and August, then resume in September with more interesting and informative programming. Watch here for more details and see you soon! - Ann Watts, CWIT Chair

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Background English Struth was born and raised in Charleston and has been employed by the SCSPA for ten years. She graduated in 1993 from the University of South Carolina with a BS in Business Administration. In her current position, she is Web Developer/Business Analyst, and is in charge of all development and design of the ports web site located at www.scspa.com. Mrs. Struth also develops desktop applications for various departments within the port and she is lead analytical report writer for several major projects at the ports authority. In her spare time, she enjoys reading and collecting first editions of South Carolina History books, spending time with her husband Rich, her family, and her dog Bella.

Accomplishments Mrs. Struth recently developed the innovative “Automated Vessel Scheduling Application” (AVSA) for vessel berthing operations by the Harbor Masters’ Office, which won the American Association of Port Authority’s first-ever Information Technology Award.

Affiliations Mrs. Struth is a member of CWIT, and was past Secretary, Vice President and President of the Charleston Alumni Chapter of Delta Delta Delta sorority. She also developed and designed the web sites for the South Carolina International Trade Conference, the Propeller Club of Charleston and the International Association of Ports and Harbors Board Meeting hosted in Charleston. She is a member of Westminster Presbyterian Church.
 

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Brand leadership today is all about creating strong emotional relationships. That was the message Tim Love, Vice-Chairman International, Saatchi & Saatchi, New York, delivered to an audience of over 150 professionals attending the second annual CWIT Banquet held in Charleston on April 13, 2004. Throughout Mr. Love's presentation, the following principals1 for building winning global brands were illustrated as means for companies to capture attention in today's information saturated international markets.

Symbols, sounds and visuals speak louder than words - When you're dealing across borders, cultures and languages, these are the most powerful communication devices. While words can be difficult to translate, and need to be crafted culturally, symbols, sounds and visuals are emotional.

Build brand equity - Start by determining the essence of each brand and what your customers think, not what you think. Without that essence, the brand doesn't live as a continuous brand across geographies and cultures.

Ensure consistency - Differentiate and stick to it. You need a campaign vs. one-off executions. Consistency is imperative in building lovemark relationships.

Use teamwork - This is a very important concept in going forward in this new world of global brands, as it's something that doesn't come naturally between geographies, countries and individuals globally.

Harness consumer - learning power - Harnessing consumer learning power from around the world can actually deliver a competitive advantage to your brand. Learnings from other geographies can help you by giving great impact to the overall strategy for your brand.

Be holistic - Use all forms of communication that people are consuming these days. And while it isn't just television, you better have TV in the plan if you are competing for peoples' love, as TV is still a very involving medium.

1Creating Successful Global Brands, www.owit.org

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MAY 11: CWIT chapter meeting and luncheon. 11:45 AM at the Radisson Airport Hotel. The Home Depot’s Lonndon Seely, Director, Global Logistics AP, and Caroline Beaird, International Supply Chain Analyst, will present “The Home Depot: Securing the Supply Chain". Members $20.00, non-members $25.00. For more information or reservations, call Amy Thomson at 803.737.0488 or e-mail [email protected].

JUNE 8: CWIT hosts Mikasa Distribution Center Warehouse tour. Lunch provided. Members $20.00, non-members $25.00. For more information or reservations, call 803.737.0488 or e-mail [email protected]