Glossary
Localisation vs translation
Translation converts text from one language to another. Localisation adapts the full experience for a market: language, culture, imagery, units, layout, and channel conventions. Cultural localisation is localisation with brand voice and creative intent at the centre.
Why it matters
Teams that buy “translation” for marketing creatives often get linguistically correct but commercially weak assets. Knowing the difference helps CMOs and localisation leads buy the right capability. Nativ is built for cultural localisation, not bare machine translation alone.
Buying the right capability
If success is “linguistically complete string file,” translation may be enough. If success is “this still feels like us in market,” you need cultural localisation software.
See Solutions: transcreation vs translation for a practical briefing split.
Related terms
Localise with brand voice intact
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