If you’ve ever worked on an international marketing campaign, you know that literal translation is often the enemy of desire. For a brand to truly resonate from one country to another, it’s not enough to change the words; you have to transfer the emotion, intention, and cultural impact.
In the race for internationalization, artificial intelligence (AI) appears to be a miracle solution for industrial SMEs and SaaS startups. Translating a showcase website or technical platform into ten languages with a single click is a powerful temptation. However, behind this apparent efficiency lie major risks.
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When expanding into new markets, many companies assume that translating their website is enough.
It isn’t.
When companies expand into new markets, translating words is not enough. Your brand voice — the personality, tone, and emotional impact of your messaging — is what makes your brand recognizable and trusted.
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Even if I personally think that every day should be Earth Day, it is good that each April 22 we get that reminder that we need to take care of our planet.
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