In global marketing, inconsistent brand decisions across markets often result from unclear localization strategies rather than poor translation.
As brands scale internationally, localization professionals are increasingly expected to contribute to decision-making that directly impacts brand perception, engagement, and trust.

This course explores marketing localization as a strategic discipline, focusing on how localization choices shape brand consistency across cultures. Rather than revisiting basic definitions, the course examines how and why decisions are made: when to translate, when to localize, when to transcreate, and how AI can support but not replace human strategic judgment.

At the core of the course is MIDIAL, an original analysis framework designed to help localization and marketing professionals evaluate marketing content before execution.

Through real marketing cases drawn from professional experience, participants will learn how to apply MIDIAL to improve alignment between brand strategy, cultural relevance, and localization workflows.

Conditions: Please read our course and subscription plans terms and conditions carefully. With your registration, you confirm that you have read, understood and accepted our conditions and agree with them.

If you have any questions, please visit the FAQ section (for courses or subscription plans) or get in touch with us.

This webinar includes:
Expert panellist: Yariv Nevo, Marketing & Business Development Manager
Lifetime access to the course and extra contents
In English
TranslaStars Certificate of Completion
Course duration: 2 h (approximately)
When: 13 April, 16.00 CET

Session 1 - Strategic Decision-Making with MIDIAL

SESSION 1

Strategic Decision Making with MIDIAL

Session 1

1.1 Marketing localization as a strategic function and the role of marketeers

1.2 Localization mistakes as strategic rather than linguistic

1.3 Brand consistency vs cultural adaptation in global marketing

1.4 Introduction to MIDIAL analysis framework

1.5 MIDIAL components and decision logic:

• Message

• Identity

• Design

• Individuals

• Activation

• Landscape

1.6 Applying MIDIAL to marketing localization decisions

1.7 Individual workshop: analyzing real marketing cases using MIDIAL

1.8 Translating analysis into professional workflows and decision-making

Course Description
This course focuses on strategic decision-making in marketing localization.
Participants will learn how to analyze marketing content before localization using the MIDIAL analysis framework, ensuring that brand identity, cultural relevance, and activation channels are aligned across markets.
The course combines theory, real-world case studies, and an applied workshop to help participants integrate strategic localization thinking into their professional practice.

Coach Description
The course is delivered by Yariv Nevo. Marketing and localization professional with experience in business development, brand-driven localization. With extensive experience in the marketing localization industry, working for number of international companies devising marketing plans and funnels. The perspective combines academic and real-world decision-making experience in global marketing and media environments.

Yariv NEvo

| Marketing & Business Development Manager

About YARIV

Yariv is a marketing and localization professional with experience across global brand marketing, community engagement, media, and AI-driven localization.

He has worked with the Douwe Egberts global marketing team, contributing to brand-led communication across markets, and at The Social Hub, where he focused on audience engagement and culturally adapted messaging for international communities.

He currently works in business development at D&C Localization, a leading AI localization aggregator, where he is involved in AI-assisted workflows and enterprise localization strategy, while also collaborating with Motorvision in media and broadcast localization.

Across these roles, Yariv combines marketing strategy, localization, and brand consistency, shaping his view of marketing localization as a strategic decision-making discipline rather than a purely linguistic task.