The style guide is an element within Hempel’s communications strategy and the aim is for it to be promoted and used widely by employees around the world.

Other Danish companies we know, such as LEGO, realize that their English skills are so important, that they offer staff specialist English communications training. They simply don’t want to be put in the situation where staff can’t do their jobs properly because they don’t have the right sort of English skills.

So we see this positive trend in some of Denmark’s international success stories. But what about so many other companies that have the potential, but are not quite there yet? You only have to visit a few websites or see a few poorly executed international campaigns to realize that there is a huge gap between those who invest the resources and those who don’t.