There is absolutely nothing absolute in localization
What is cheap? What is old? Let's find out.
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
I’m tall.
Are you surprised? Some people I’ve met online and then in-person over the last years were quite surprise.
I didn’t expect you were that tall. I would expect it from J., but not from you.
A colleague told me this three years ago, when we met after a lot of Zoom calls. J., but the way, is from The Netherlands: is not a surprise someone Dutch is tall. Someone from Spain? That’s another story…
Some weeks back I went to an event and the same happened. So it got me thinking… am I tall? Or am I tall… to be from Spain?
Short answer: it depends.
Right answer: I’m tall, but while in other countries this isn’t a surprise (since there are a lot more of tall people or the stereotype is closer to tall people), in Spain this is something important.
Let’s take it into localization.
If we have a building from the XVIII century, is old?
In the U.S. yes, very old. In Europe, where we still have architecture from the Roman Empire, not so much.
If we have dinner at 22:00, is late?
In Spain is the regular time. But if you are talking with someone from Germany, that’s crazy late.
If we pay 4 € for a beer, is expensive?
In most of the cities in Spain, yes. In Madrid or Barcelona, might be expensive, but not a surprise. In other countries, 4 € (even 8 €) is cheap.
In localization, things are not just old or new, early or late, cheap or expensive. You need to take into consideration the market and the audience and, even with the very same product, the localization might be different depending on the market.
PS. In case you are wondering: 191 centimeters 😉
Outside the desk
Where the magic really happens.
🏔️ I went hiking last Sunday and it felt great to be in the nature again.
🍽️ Most people know the “Paella”, but if you ask in Valencia, most of the people (me included) will tell you this is not our best rice: is “Arrós al Forn” and I had it on the weekend for lunch.
🏙️ I’m listening different podcasts about Trump, Elon Musk and all that is happening on the U.S. (and so, in the world). Scary. Let’s hope someone can stop them.
Make it global, baby
If you want to work with me, this is the way.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙