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International marketing
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Spanish-Speakers: Informal or Formal?
Do you work for a brand that addresses Spanish-speaking prospects and customers formally during some phases of their experience with your company, while informally during others? You’re not alone in mixing these styles of address – this is...
Rebecca Ray - October 22, 2024
Buyer language selection
Customer experience
International marketing
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What Separates Language from Accessibility and Responsibility?
All companies have many regulations and business requirements to comply with today – plus additional scrutiny from enforcers and public commentary alike. It may seem like a never-ending list: doing what’s right for the business, humanity, a...
Alison Toon - October 25, 2022
Artificial intelligence
Buyer language selection
International marketing
Website localization
Corporate social responsibility
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Swiss Cheese and Customer Experience
In the late 19th century my great-grandfather, Otto, smuggled the culture for Gruyère cheese from Switzerland to the United States. Thinking about him reminds me of the “Swiss Cheese Model,” an approach to accident prevention that focuses o...
Arle Lommel - May 5, 2022
Buyer strategic planning
Customer experience
International marketing
Localization maturity
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7 Steps to Ensure Japanese Linguistic Quality
So you want to be big in Japan? What does it take to promote your brand in the country and how can you avoid being seen as a sub-par performer in a market widely known for its expectations for excellence? The Japanese market is an attractiv...
Arle Lommel - November 11, 2021
Country/region data
International marketing
Market entry
Quality
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Arabic: To Localize or Not to Localize, That Is the Question
With over 222 million Arabic-speaking web users, and an online economic opportunity of 2.5 trillion US dollars in 2020, Arabic is an attractive option for global brands. Nevertheless, it appears on far fewer sites than its potential would i...
Arle Lommel - June 5, 2021
Buyer language selection
Buyer strategic planning
Country/region data
International marketing
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