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When being polite kills your copy
Why too much courtesy makes brands sound colder in Spanish and what to do instead
Nov 13
From Unique Selling Point to Unique Local Point
Why your USP needs a passport.
Nov 6
Writing Spanish from 10,000 km away
Two months across the Philippines, Vietnam, and Malaysia — how distance shapes creativity, culture, and Spanish copy
Oct 30
Why Spanish copy always ends up in the kitchen
From “salseo” to “tener mucha miga”, our idioms reveal a culture that speaks through taste.
Oct 23
How to arrive in Spain without looking like a tourist
Krispy Kreme finds the smartest way to say “hola.”
Oct 16
The red light test 🚦
What crossing the street can teach you about localization
Oct 9
October is full of signals in Spain
From Hispanidad to Halloween (and even Black Friday creeping in)
Oct 2
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Discussions
Beyond writing: what starting with a client really means
The first weeks with a new client are about writing... but specially about learning.
Sep 25
Keeping timing into the localization process
Global launches don’t always match local calendars.
Sep 18
Why Apple sounds local everywhere
Some lessons from the last Apple launch
Sep 11
1
The secret enemy of good copy: literalism
It’s fine to translate. Not fine when the sentence reads like a translation.
Sep 4
Myth, cliché, or reality?
How brands should deal with cultural stereotypes (and when to avoid them).
Aug 28
This is how my 2025 is going so far
A little sneak peak of my work... and more.
Aug 21
Localization isn’t just translation: it’s timing too
Because the right words at the wrong time still miss.
Aug 14
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