Glossary
Cultural adaptation
Cultural adaptation is the process of adjusting messaging, imagery, offers, and creative format so content fits local norms and expectations. It is the practical work inside culturalisation: what changes, what stays locked, and how the brand still feels like itself.
Why it matters
Teams that skip cultural adaptation ship fluent copy that still underperforms. Adaptation decisions (humour, formality, visuals, claims) are where brand safety and conversion live. Nativ supports cultural adaptation across creatives with voice rules, cultural-fit checks, and editable file returns.
Adaptation vs rewriting the brand
Good cultural adaptation changes the surface so the core brand survives. Bad adaptation invents a new personality per market. Locked names, claims, and visual systems keep adaptation honest.
Document what may flex (hooks, metaphors, scenes) and what may not (trademarks, regulated claims, character identities).
Where adaptation shows up
Ads, PDPs, comics, games, and social kits all need different adaptation depth. Hero lines often need transcreation. Body copy may need translation. Imagery may need a cultural-fit swap even when copy is fine.
Related terms
Localise with brand voice intact
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