Post by DeepL

This is the story of how Airbnb didn’t launch in China. And it shows how there’s more to localization and language than just translating words. As Katherine Melchior Ray explains in this special episode of "The New Fluency", it’s when cultural intelligence and AI translation come together that you can understand what concepts like “cleanliness” really mean for your audience. Katherine is the co-author of “Brand Global, Act Local”, the essential guide for marketers building brands across languages and cultures. She visited the studio at DeepL’s Berlin office to record this episode with Morana Perić. It’s a fascinating conversation that explores every aspect of translating brand values and creative ideas in ways that really resonate. For more stories like this, make a date with Katherine’s episode of The New Fluency. It’s out now on YouTube and Spotify. Watch on YouTube: https://lnkd.in/epyiVzCX Listen on Spotify: https://lnkd.in/ed7JpuyD #TheNewFluency #BrandGlobalAdaptLocal #CulturalIntelligence #Localization

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