Which language learning platform rebranded in 2019 with the positioning statement 'Language isn't just words, it's culture' to shift consumer perception from vocabulary learning to cultural immersion?

Brand positioning is crucial in the competitive language learning market. Companies use specific terminology and marketing approaches to differentiate themselves and appeal to distinct user segments. This trivia question explores how a major language learning platform positioned itself against competitors through a strategic rebrand and marketing campaign that changed how users perceive language acquisition tools.

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Duolingo, with their 'Beyond Words' campaign
Babbel, emphasizing their 'Real-Life Conversations' methodology
Rosetta Stone, through their 'Language is Living' initiative
Memrise, with their 'Learn Language Like a Native' approach