Globally Speaking
Conversations on the challenges of unlocking global understanding and creating hyperlocal customer experiences.
Episodes
February 15, 2024
It's AI bingo at the moment! Everyone's talking about it - but did you know that the quality and quantity of training datasets are crucial to the accuracy and effectiveness of machine learning models? The more diverse and representative the data, the better the AI model can perform in terms of nuance. Did you ever wonder how to ensure that AI discerns what Americans would wear to a wedding? And what people would wear in Asia, Europ...
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In this second Globally Speaking Podcast, dedicated to the localization supply chain, follow Rosario de Zayas Rueda's fascinating journey as she explains how she started out as a translator and language specialist and ended up opening her own language services agency, completing a full cycle of professional development.
As she explains, in her early days in the localization industry, the role of a language specialist was nebulous...
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November 20, 2023
How can a company set up a localization program from scratch? What are the important criteria to consider, and what are the challenges?
Is there a translation policy in place?
What needs to be translated, and into which languages?
Who is responsible for reporting and the communication around it?
Find out what Renée Lemley, former Global Copy Director at Under Armour, has to say about her experience of setting up a brand-new loc...
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‘Hurt. Soap. Blows.’
In case you are wondering, we haven't gone crazy, these are just the three words what3words uses to describe our location today. But now we're wondering what those three words would be like in French. Well, if we switch languages, it becomes ‘Gîte. Lavande. Aviron.’
There are so many situations in life where you need to tell someone exactly where you are, but you don't have the tools to do so. what3words has ...
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September 27, 2023
It’s completely natural for humans to attribute human characteristics to generative AI systems that seem to behave like us. And since language is one of the most profoundly human characteristics on earth, it explains why we tend to compare LLMs like GPT or PaLM (Bard) to humans, and even attribute emotions to them.
But in the same way that we don't expect an airplane to flap its wings like a bird, or a submarine to swim by using...
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When it launched 25 years ago, coffee brand Tim Hortons did better than competitors in Quebec because it localized most of its content to make it more relevant to the market. On its coffee cups, the brand used to display the Toronto cityscape in anglophone Canada, which was replaced with Montreal for its Quebec launch.
Similarly, a client in the US would like to see large streets in his advertising videos. A Parisian, on the other ...
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You’d be forgiven for thinking that brands with a physical presence will always be trusted more than companies that only offer an online store. Things are now changing.
According to our latest research, 58% of global consumers now trust global brands with a localized online presence equally to those with a physical presence. That’s an incredible opportunity when you think about it – over half of consumers are willing to trust you,...
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A third of the world's websites are in English. And yet only 5% of Internet users speak English as their mother tongue. How can you, as a business, ensure that you are speaking to users in their own language and impacting their customer journey in a culturally relevant way?
In this episode, Marine Esquenet talks to Zhongjun GE, head of the localization team at ByteDance, who explains how China-based companies approach their locali...
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In France, the Big Mac, McDonald's favourite burger, has the same name as in English and doesn't have a translation. In Hong Kong, it has been given a name that no current machine translation could fathom: Gui Mo Ba, which could be translated as ‘the invincible juggernaut’. Why? Because one size doesn’t fit all when it comes to translating according to cultures. That’s when transcreation works its magic for brands, slogans and mark...
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April 13, 2023
How does a well known household brand ensure that it consistently projects a strong brand image on the global stage? You might think you need to...
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March 30, 2023
Youre not alone if you take pride in your culture. But do you feel that brands understand your culture, context and deeply personal preferences? A...
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March 6, 2023
Its human nature to want to connect with family, friends and colleagues. This sentiment appears to extend to brands: 64% of consumers want brands to...
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February 6, 2023
Your international explanation plans are ready. You’ve identified your target markets. Your team is ready to start engaging with customers. But how well do you know those markets? Japan, for instance, might seem like a prosperous country with plenty of opportunity. But will your remote-controlled garage doors take off? Most likely not – most of the population live in apartments. This crude example shows that, despite an optimistic ...
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Today’s fast-moving, hyper-connected world means that customers demand relevant content, meaningful communication, accurate information, instant access, and consistent and personalised experiences. And they want of this own language, 24/7, and on any device. In short, they want to understand you – and they want you to understand them. But how can companies unlock this level of understanding? Let’s break it down. Firstly, you need t...
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In this episode of Globally Speaking, Andrew Thomas connects with Vangelis Lympouridis, a specialist in Innovation by Design, Design Thinking,...
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March 21, 2022
In this episode of Globally Speaking, Monica Merel connects with Erji Wang, a Senior Globalization Program Manager who is an expert in leveraging...
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February 23, 2022
In this episode of Globally Speaking, Robert Jelenic connects with Francesca Di Marco, a veteran in the localization industry who currently leads the internationalization and global development program for product and marketing at Pinterest.
Francesca tells us the story behind how twelve localization industry leaders came together to write the Globalization Strategy Playbook. The playbook attempts to connect the strategic-thinki...
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November 24, 2021
In this episode of Globally Speaking, Monica Merel connects with Stefan Huyghe, a localization VP and trailblazer in the industry. In this conversation, we explore the evolution of localization and if Language Operations is the right step forward for the industry. Tune in and let us know if you agree or disagree if Language Operations is the next frontier for localization.
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November 11, 2021
In this episode of Globally Speaking, Esther Ashmore connects with Alfonso González Bartolessis, the founder of TranslaStars. Alfonso created an online school that offers many courses for linguists and translators, including a bootcamp course for SEO localization. Tune in and get a masterclass on what is SEO localization, how to be culturally relevant in your SEO strategy, debunking the myths of common SEO best practices, and much ...
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August 25, 2021
In this episode of Globally Speaking, Andrew Thomas hosts a conversation between two peers from Dell, Scott Cahoon and Fernando Caro. Scott and Fernando take us behind the curtain and share their honest experience upgrading and implementing continuous localization. Tune in and learn all about the benefits and challenges Dell faces moving to a continuous localization model.
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