February 9, 2015
Global brands still have local audiences, so how do we balance the demands of localization with the need for consistency in our content? We look at where and how to localize without losing your brand, your voice, or your customers.
Today, more people speak and read English as a second language than as a first. From Nigeria to South America, English is spoken and understood at work, in casual conversation, and online. And in every context where English is spoken, it develops its own idiosyncrasies and local characteristics.
Writing in The Guardian, Juliane House reflects, “English is already ‘de-nativized’ to a large extent: the global number of non-native speakers is now substantially larger than its native speakers (about 4:1) … we can no longer say that English is one monolithic, ‘hegemonic’ voice,…read more
By Sarah Fisher