Comments are not just comments. Brands must understand nuances of tone and voice before adopting language trends for popularity, says this consumer insights lead.
INSPIRATION STATION: A group of artists created posters that provide Covid guidance in 26 languages—in response to government info that wasn't translated with proper care.
CASE STUDY: Partnering with Colenso BBDO and Google, the telco’s innovative mobile app played a big part in spreading the language and building brand equity.
Support now includes Chinese (both simplified and traditional), Japanese, Thai, Korean and Tagalog.
Elan Languages and J Walter Thompson ask would-be English speakers to 'Get it right'.
With millions of conversations happening across multiple platforms, social-media networks are an essential source of information for market research departments and product managers. Michael Smith, CMO and co-founder of Soshio (a social-media analytics provider with focus on the Chinese market) talks about the challenges of analysing social data from sometimes unreliable Chinese netizens.
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