The voice of a brand resonates differently across different spaces and cultures. Customers’ expectations reflect the ebb and flow of markets around the world and are as diversified as the experiences provided by the content. However, there is always that cunning conundrum at the heart of every localization workflow: is it just localization or is it adaptation that drives acceptance? How to engage and retain international clients through content? How to adapt and scale effectively? In this session we will address the various methods and implementation requirements of content localization and specialization across industries and markets to understand what is it that pushes through cultural and national borders and reaches into the lives of every user of a localized product.