Multilingual marketing: the age of cultural localisation

In an increasingly interconnected world where physical barriers are blurring and audiences are spread across continents, brands can no longer afford to communicate in a one-dimensional way. Today, speaking a single language or targeting a uniform audience is simply not enough. This is where multilingual marketing comes in. Internationalisation is no longer just an aspiration of large corporations but rather a competitive necessity for any enterprise looking to grow and survive in the global digital landscape.

However, internationalising is not the same as universalising. Releasing a global message does not mean replicating it mechanically in all markets. Quite the reverse: in this new era, what makes the difference is not the ability to reach lots of people but rather to deeply engage with each one. And that authentic connection is only achieved through cultural localisation.

Cultural localisation is not just a nuance; it is a quiet revolution which is transforming the way brands interact with their audiences. It involves understanding and respecting the codes, values, emotions and realities of each culture. It means speaking to consumers not only in their language but also based on their view of the world.

Welcome to the age of cultural localisation: a time when empathy, linguistic accuracy and deep understanding of cultural differences are not optional but instead the real driving force of global marketing.

Beyond translation: what is cultural localisation really about?

When it comes to going international, the first logical step often seems to be translating content. And while translation is an essential component of multilingual marketing, on its own it does not ensure an emotional connection or communicative effectiveness. Traditional translation merely turns words from one language into another while preserving the basic meaning of the message. However, successful marketing is not just about what is said but also how it is said, when it is said, and who it is said to.

Here is where cultural localisation comes into play, a more complex and strategic approach which customises content to make sure it resonates authentically with its target market. It involves in-depth transformation of the message to match the cultural references, social values, collective beliefs, aesthetic expectations and emotional codes of each audience.

Culturally localising a message means:

• Rewriting idiomatic expressions or puns that have no direct equivalent in the target language, looking for alternatives which generate the same emotional impact.
• Avoiding cultural taboos, negative connotations or inappropriate symbols which may harm brand image or trigger rejection.
• Tailoring visual cues such as colours, design, icons or images to suit the cultural associations of each market. A colour that stands for purity in one country may represent mourning in another.
• Respecting communicative hierarchies and social norms, such as using courtesy expressions, honorific titles or levels of formality which vary considerably across cultures.
• Adjusting consumption rhythms, seasons and customs, factoring in local holidays, peak shopping times and even the school or work calendar.

A digital campaign which succeeds in Germany with a direct, rational tone grounded in functional benefits may seem cold and distant to Brazilian audiences who tend to value a more emotional and relatable approach. Likewise, an edgy slogan which enthuses an American audience might be disrespectful or off-putting to a Japanese one where harmony and moderation are key values.

Cultural localisation is therefore the bridge between brand intention and consumer perception, a process that translates more than words: it translates contexts, values and meanings. It is the key to turning a message from foreign to native, to making a global brand feel local.

Multilingual marketing as a tool for closeness

In the age of hyper-personalisation, audiences no longer expect brands to simply speak their language: they expect to be understood. This deep understanding is not just about translating words but rather communicating within the recipient's cultural and emotional framework. This is where multilingual marketing with a cultural approach turns into a real tool for getting close to consumers.

Brands which invest in tailoring their communication linguistically, symbolically and contextually not only improve their conversion metrics but also achieve something even more valuable: they build trust and long-term loyalty. Speaking the customer's language, and doing so with cultural accuracy, conveys a clear signal of empathy, respect and engagement. It's not just about selling but instead showing the brand cares about understanding and supporting its audience wherever and whoever they are.

The difference is in the details

Small cultural mismatches can have a big impact on the perception of a brand. Let's take a look at some specific examples:

• An e-commerce store that translates its website but keeps clothing sizes used in the US or the UK or payment methods exclusive to its country of origin engenders friction and mistrust among local users. It's not enough for the text to be understandable: the experience needs to match the target market's habits and expectations.
• An automated customer service app which ignores Japanese politeness codes, such as the use of honorific expressions, appropriate pauses and levels of deference, can come across as abrupt or even offensive even if the system is technically flawless.
• An advertising campaign which fails to take into account the religious, social or ethnic diversity of the country where it is rolled out risks excluding or alienating part of the audience, irreversibly damaging the brand's image.

In all these cases, the company's original intention may be good yet the lack of cultural localisation is an invisible barrier to authentic engagement.

From consumers to partners

When a brand strives to adapt culturally, it conveys a powerful message: “we see you, we hear you, and who you are matters.” This kind of communication is not forgotten. It's what turns consumers into advocates and business interactions into meaningful relationships.

That's why we say that cultural localisation brings brands closer to people. It reduces not only language but also emotional and symbolic distance. The result: a more rewarding, enduring and human relationship which goes beyond the transaction to build community, identity and belonging.

Iconic cases: when localisation makes the difference

Brands leading the global scenario do so not solely because of their reach or investment volume but also owing to their smart and sensitive adaptation to each market. They have grasped that cultural localisation is not an add-on but instead a core strategy to generate value and make themselves stand out from the competition.

Far from applying a one-size-fits-all approach across territories, these companies appreciate that each culture has its own emotional, symbolic and business language. And it is precisely this ability to resonate locally that brings about the qualitative leap: from global awareness to local relevance.

Netflix: stories that feel like your own

One of the most paradigmatic cases is Netflix, whose localisation strategy involves much more than just translating subtitles or dubbing series. The platform has grasped that the key to connecting with subscribers all over the world lies in producing original content tailored to the cultural identity of each country.

From global hits such as Money Heist (Spain) and Squid Game (South Korea) to local fiction in Poland, Mexico, Germany and Argentina, Netflix not only respects local narratives but also turns them into flagship products. This builds the audience's loyalty while making them into cultural ambassadors.

McDonald's: “glocalisation” as an operating model

Another iconic example is McDonald's, which has made "glocalisation" - think globally, act locally - into a strategic linchpin. While the brand maintains universal elements of identity (such as its logo, service format and global slogan), it adapts its menu, ambience and tone of communication in each country with surgical precision.

Thus in India, where most people do not eat beef on religious grounds, McDonald's offers vegetarian and spicy chicken burgers. In Japan, it includes ingredients such as teriyaki and edamame. And in France, the interior design of its restaurants features wood, elegant seating and an atmosphere closer to a contemporary brasserie than a fast food eatery.

Nike: cultural relevance in every heartbeat

Nike has taken localisation to an almost emotional level. The sports brand not only adapts slogans or translations but also devises advertising campaigns which are deeply embedded in each country's local culture, social context and aspirations.

In Brazil, for instance, its messages celebrate street creativity, football as an expression of identity and the resilience of the favelas. In China, the brand is committed to values such as discipline, collective effort and reinterpreted tradition. In each case, Nike becomes an aspirational reflection of what it means to “excel” in that specific culture.

The result? A robust, scalable... and deeply human relationship

Brands which mainstream cultural localisation in their global strategy are not just optimising translation processes or tweaking cosmetic details. They are transforming the consumer experience in each market, and in doing so they generate value across numerous dimensions: economic, emotional and symbolic.

These strategies:

• Increase market share by removing cultural frictions that are entry barriers.
• Improve brand recognition through messages that resonate beyond language to connect with local aspirations, traditions and values.
• Foster authentic emotional engagement which turns consumers into brand advocates and builds communities around products and services.

Far from imposing a uniform narrative which often sounds distant or artificial, brands which are proficient in cultural localisation build an ecosystem of consistent micro-stories reflecting the specific features of each market without forfeiting their global identity. It is a subtle balance between consistency and flexibility, between master brand and local expression.

The outcome is a robust and scalable relationship, one that can grow over time, adapt to changes in the environment and withstand communication crises. A well-localised brand does not need constant translation: it is already part of the consumer's cultural landscape.

In a nutshell, when cultural localisation is managed strategically and sensitively it is no longer an operational task but rather a key lever for positioning, competitive differentiation and sustainable growth. It is not just a matter of entering new markets but instead really belonging to them.

Technology working for localisation: accuracy, scale and sensitivity

We are living in an unprecedented era of technological opportunity. Breakthroughs in artificial intelligence (AI), natural language processing (NLP) and computer-assisted translation systems have reshaped the way brands manage their multilingual communication. What once took weeks of work and extensive human resources can now be produced in real time and on a large scale.

These innovations enable companies to roll out global campaigns faster, more efficiently and cost-effectively, tapping into a variety of languages and markets without compromising the technical quality of the content. Translation management platforms, language memory systems and neural translation engines help maintain terminology consistency and streamline workflows in multi-channel and multi-language projects.

However, technology alone is not enough

For all its power, technology cannot yet fully grasp the cultural nuances, emotional contexts or communicative subtleties specific to each community. An AI can translate a slogan, but it doesn't necessarily know whether that slogan is inappropriate in one country, ambiguous in another or culturally irrelevant in a third.

This is where the human component is still irreplaceable. Cultural localisation experts bring sensitivity, intuition and contextual judgement: they understand how to tailor a message so it is not only understood but also engages, inspires and mobilises diverse audiences. They spot the double meanings, reputational risks and cultural opportunities that a machine is not yet able to anticipate.

At ATLS, we combine the best of both worlds

At ATLS, we believe that real value is not about choosing between technology or human talent but rather integrating both with intelligence and purpose. So we blend state-of-the-art tools with a team of cultural localisation specialists, native linguists and multilingual marketing consultants who thoroughly understand the codes of each market.

This synergy enables us to provide personalised, accurate and culturally attuned multilingual marketing services generating real impact from the first contact to the final conversion. From a localised digital campaign to an international SEO content strategy, our approach ensures that every message is delivered with the right form, tone and intent anywhere in the world.

It's not global if it's not local

Multilingual marketing is no longer a matter of literal translation. In a world where cultural diversity is an asset and not a barrier, brands which really succeed on an international scale are those which can adapt smartly, respectfully and sensitively to each local context.

It's not just about speaking the same language as your audience but rather talking based on their culture, vision of the world, emotions and aspirations. This is the essence of cultural localisation: turning a global message into a relevant, meaningful and authentic experience for each market.

Ultimately, a robust global strategy is not built on uniformity but rather with local accuracy. Small and carefully implemented cultural decisions add up to an international brand that is relatable, reliable and memorable.

Want your brand to speak to the world... and do it right?

At ATLS, we help businesses like yours turn their messages into a multilingual experience with a real local impact. Whether it's opening up a new market, optimising your international e-commerce or localising a digital campaign, our team of experts and technology are here to help.

👉 Find out how cultural localisation can fast-track your global growth.

Gemma Marcé