Pattern #02 · Q3 2026 Your approval process checks whether the communication is correct. It does not check whether it appears on the wrong day. The review step that no process contains On 18 May 2026, Starbucks Korea launched a discount promotion for a tumbler line. The campaign was called “Tank Day”. The product name was English. In English, the word means both a container and an armoured military vehicle. In Korean, where “tank” has been adopted as a loanword, that ambiguity does not exist. It means one thing: an (…)
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Why your localization agency delivered exactly what you asked for. And why that’s the problem. The new German website had just gone live. Clean, well-argued, thoroughly reviewed. The next step seemed obvious: get the Chinese version done. A brief went to a localization agency. Native speakers, industry experience, reasonable rates. The translation came back accurate, terminology consistent. The site went live. Six months later, inquiries from China look roughly the same as before. Nobody is quite sure why. Here is what happened. The agency delivered exactly what they were asked (…)
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