{"id":90739,"date":"2024-08-27T10:10:24","date_gmt":"2024-08-27T08:10:24","guid":{"rendered":"https:\/\/phrase.com\/?p=90739"},"modified":"2024-11-06T17:33:22","modified_gmt":"2024-11-06T16:33:22","slug":"customer-centricity-through-strategic-localization","status":"publish","type":"post","link":"https:\/\/phrase.com\/blog\/posts\/customer-centricity-through-strategic-localization\/","title":{"rendered":"Think Global, Speak Local: The Power of Personalized Localization in Building a Customer-Centric Brand"},"content":{"rendered":"\n
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When launching a multinational campaign, is reach or relevance more of a priority? <\/span><\/p>\n

How do brands ensure they are striking the right balance? Many companies have learned the hard way that a scattergun approach to internationalization not only delivers poor value for money but can also negatively impact customer loyalty and brand reputation.\u00a0<\/span><\/p>\n

If companies don\u2019t prioritize relevance in different regional markets, their campaigns could be mistargeted and the meaning of brand messages lost. <\/span><\/p>\n

At worst, they could even be offensive, inappropriate, or tone-deaf to the local audience. Beer brand Coors discovered this the hard way in the 80s when it launched its \u201cTurn It Loose\u201d campaign in Spain<\/a>. <\/span>Although successful in the US, the campaign\u2019s strapline didn\u2019t translate well internationally. For instance, when translated into Spanish, the phrase is commonly interpreted as “suffer from diarrhea.” While this campaign made an impact in the Spanish market, it’s for all the wrong reasons.<\/p>\n

When launching global campaigns, companies must ensure that core messaging does not get <\/span>lost in translation<\/span><\/a>. <\/span><\/p>\n

Many brands still struggle with localization as they prioritize simple language translation. They often fail to conduct the in-depth research needed to understand how their campaigns will resonate in different international markets.<\/p>\n

When brands adopt a strategic approach, their marketing campaigns, content, and messaging resonate more effectively with local audiences. Companies reap the benefits of deeper engagement and improved brand positioning. <\/span><\/p>\n

When brands prioritize local relevance, they gain a foothold in new markets, acquire new customers, build goodwill and loyalty, and benefit from a boost in sales. <\/span><\/p>\n

An international, well-planned transnational strategy delivers substantial value for money without significant additional costs.\u00a0\u00a0<\/span><\/p>\n

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