If you've ever been asked, "How are you managing marketing globally?" you likely have answered with one of these typical responses:
- “We give our regional teams localized content, but I’m not sure how they’re using it.”
- “We only localize in a few languages with the marketing budget we have, so we send English content to all other regions, and hope they localize our messaging properly.”
- “I’m not an expert in other languages, so I generally hope the regional teams translate the new campaign messaging correctly.”
Read the article in Brand Quarterly's Global Marketing Edition.
