Real success in global markets comes from thinking locally, not just globally. Instead of simply entering the markets, the best brands become part of the local culture to achieve true impact.
Expert Insights
- Netflix’s Global Domination Through Cultural Nuance: Netflix didn’t just dub “Stranger Things” into multiple languages. They built a system ensuring that the essence of the show remained intact across cultures. By selecting voice actors who matched the original cast’s tone and using tools to maintain consistency in translations, Netflix made sure that viewers worldwide felt the same chills and thrills. WIRED
- ASOS: Fashioning Local Experiences: ASOS, the online fashion giant, attributes over 60% of its revenue to international markets. Their secret? Tailoring the shopping experience to each region. From adjusting size guides and currencies to collaborating with local influencers and aligning promotions with regional events, ASOS ensures that every customer feels at home. Dynamic Language+2Linguise+2Weglot+2
Our Take
Localization is the bridge between global ambition and local relevance. It’s not about changing your brand’s identity but about resonating with diverse audiences. The brands that master this art don’t just sell products; they build relationships.
3 Action Items
- Invest in Cultural Consultants:
Before entering a new market, hire local experts to understand cultural nuances, taboos, and preferences. This insight will inform product adaptations, marketing strategies, and customer interactions. - Leverage Local Influencers:
Collaborate with regional influencers who resonate with your target audience. Their endorsement can lend authenticity and trust to your brand in new markets. - Adapt, Don’t Just Translate:
Ensure that your product or service aligns with local customs and preferences. This might mean altering ingredients, redesigning packaging, or modifying features to meet regional needs.
In the global marketplace, localization isn’t optional—it’s essential. Brands that embrace local cultures while maintaining their core identity don’t just survive; they thrive. Because in the end, it’s not about being everywhere; it’s about belonging everywhere.
Written by Natalie Manvelyan
