Here's what I learned. What works in Taiwan doesn't land in Germany.
That observation changed how I see brands.
Entering a new market isn't a translation problem.
You can't see this without living there.
Aesthetics, skincare, e-commerce, interior design, pet care, food, energy tech.
Brands that look like they win at marketing almost never win because of marketing.
When sales drop, the instinct is always "we need more ads."
With every brand I've worked with, throwing money at ads does move the needle at first —
until it doesn't. The ads stop landing. The budget keeps growing.
The problem was never the ads.
It was that the brand never made it clear who it's for, and why.
Ads can buy you visibility. They can't buy you "why you."
A Taiwanese person says "貼心," and pictures someone noticing what you didn't notice yourself.
A Canadian says "thoughtful," and pictures being left alone — your space, your choice.
A German says "rücksichtsvoll," and pictures not causing trouble, following the rules.
Same idea — three completely different pictures in the head.
Translation can't solve this.
What you're looking for is how that culture actually wants to be treated.
Two quizzes plus a report. 13 minutes.
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