The localization question

When is it time to adapt a name to local needs?

English is often considered “the language of business”—but should it always be your first choice when taking your name to another market?  

Or, if your names are all in another language, should you localize them when you enter markets that speak other languages/have different cultural contexts?

There’s no one right answer.

But there’s a lot to consider.

In the third volume of our Truth In Global Naming series, The Localization Question, we explore when and why you might want to adapt your brand name in some way, whether that’s through a literal translation or through a more creative, “transcreation” approach.

Download it here:

Always happy to chat about how your brand is handling name localization!

-Caitlin Barrett
Founder and naming expert, Wild Geese Studio
Your strategic naming partner for development, operations, and evaluation.