Dutch character 'Meneer De Uil' (Mister Owl) soon will present De Fabeltjeskrant ('the fable newspaper') in 'Twents', a regional dialect. Regional broadcaster RTV Oost has already translated a couple of episodes in the regional dialect, and hundreds of episodes are to follow soon (bm, Dutch). Brands are starting to speak the consumer's language. And not just the general language: they will also start using the accents, and the specific individual word choices. Brands in this are assisted by technology that allows them to do this more and more. Brands this way learn to listen to the consumer as a psychologist, or as a senior account manager. Only automatized. This is a small step in that direction.