Field notes. When brands cross borders, consistency is only one part of the work. Meaning moves too. A familiar phrase may lose its warmth, a visual reference may acquire a different history, and a confident global message may feel distant in a local context.
The most useful question is rarely “How do we translate this?” It is “What must remain true here—and what needs to change so that it can be understood?” Good cross-cultural work protects the idea without treating one market’s expression as the universal original.