Localization: Never underestimate its challenges
Never underestimate the power of excellent localization.
Even within the seemingly same culture, there are lots of micro-cultures and even more regional cultures.
Culture shows itself most obviously in… language.
To be a bit more precise: The use of specific words or terms.
Let’s have a look at this chart showing in which U.S. states which term for a soft drink like a refreshing lemonade would be considered ‘normal’:
Within an instant, your target group should feel that you know their world and their needs. Using THEIR language is a potent symbol that creates that perception subtly, yet effective.
When was the last time that you felt the language of a certain brand felt weird?
Where could you locate invisible borders within your market?
How can you show your target group that you know about their specialities?
Leave a Reply