Since arriving in Chile about 1.5 years ago, I continue to be amazed at the number of American brands advertising in English. From storefronts to billboards, time and time again I see American brands communicating to a predominantly Spanish speaking community in English.

Applebee’s, Ruby Tuesday and Marmot avoid Spanish like the plague. I especially love how Ruby Tuesday is promoting the NFL (hint… Chile is full of fanatic soccer fans) and how Applebee’s sports Spanglish.

These brands should look to companies like KIA and Starbucks who are paying attention to something as simple as the local language, and even customizing products for their local marketplace.