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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
August 2025
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
Who decides how a brand sounds?
And why copywriters don’t always get to choose.
Aug 7
1
July 2025
Why English still doesn’t work in most countries
Even where English levels are high, local still wins.
Jul 31
Trust sounds local (II)
What credibility looks like when done right.
Jul 24
1
Translation isn’t trust (I)
Fluent isn’t enough. If it doesn’t feel local, it doesn’t build trust.
Jul 17
Your brand voice is not your tone
One is your identity. The other is how you behave.
Jul 10
It's not the language. It's the culture.
When copy breaks, it’s often not because of the words—but the world behind them.
Jul 3
June 2025
When translation reveals what the original tried to hide
Localization doesn’t just adapt your copy. Sometimes, it exposes it.
Jun 26
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