Speaker: Nataly Kelly, VP of Market Development, Smartling

An American marketer might think nothing of a brochure that lists an item for $99.99, but in some cultures, the word nine is avoided like the plague, since it sounds like the word for "death." We often take for granted that many buildings lack a floor 13, which is actually a good luck number in some cultures. And, we probably wouldn't dream of taking flight number 666. What other numerical superstitions might be causing damage to your brand as it moves across the world? In this session, attendees will learn strategies for avoiding numerical mishaps, and will discover why language translation simply isn't sufficient to transfer culturally relevant information from one market to another, let alone to bring a brand into a new market. After all, global content strategy encompasses much more than words.