Cultural Intelligence Series – The new rules of global success
"Some brands are really proud - they have thousands and thousands of pages in hundreds of languages. But nobody reads them. Gone are the days when you were translating for the sake of it.” Ben Faes, CEO of RWS, joins the Cultural Intelligence Podcast for a conversation on what’s reshaping global brand strategy - and why Cultural Intelligence is now fundamental to succeed. In this episode: * Why one message no longer works everywhere - and why “American cachet” no longer carries the weight it once did * How leading global brands stay recognizable without sounding the same everywhere - and why translation alone leaves value on the table * Why automating everything is the fastest route to creating content nobody reads - and how AI is changing expectations around quality and relevance This episode explores AI volume versus AI value, meaning at scale, and meeting audiences where they are.
