Global Comprehension

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Published 1/8/2013

Author: Molly Soat

Molly Soat is a staff writer for Marketing News. She can be reached at msoat@ama.org.

Summary

Every marketer has heard of infamous translations gone wrong in the B-to-C world. For example, Ikea’s recent experience in Thailand—with Swedish product names sounding all too similar to unfavorable Thai slang—necessitated a speedy response by a fleet of native Thai speakers to avoid entering marketing legend for all of the wrong reasons. But translating corporate communications in the B-to-B realm can be equally tricky, if not more so.

If your company is expanding globally, you have to consider innumerable factors—labor markets, corporate loans, trade restrictions—but don’t give your translations short shrift. It takes a significant amount of time, money and collaboration to ensure that you can deliver a cohesive brand message in any language.

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Member Comments (1):

Deanna Shimota wrote:
Great article! In order to expand globally and have international success, companies need to understand the translation process and ensure they are working with the right vendor so they're brand and message are consistent across all borders. If you're in the business for translation services I highly suggest reading Sajan's blog post on 3 winning strategies for global marketing tactics! http://www.sajan.com/blog/global-marketing-tactics-3-winning-strategies/#sthash.lSz4mRMo.dpbs
Posted on : 2/19/2013

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