Is Your Brand Name Global? Nailing Brand Name Translation

  Get your brand name translation wrong and you could jeopardise your entire globalisation strategy. There are plenty of examples of well-known global brands, such as Ikea, Mercedes-Benz and Coca Cola, who failed to do their research on brand naming and had to rapidly back-pedal to make up for the mistake.   First impressions last.…

Are Smart Technologies Leading to Smart Translations?

  The lightning-fast pace of technology demands that professionals in the translation and media industry constantly update their knowledge on new trends and products. Wondering how to keep on top of all the new trends in these sectors? Read on… ‘Smart Technologies, Smart Translations’ is the theme of Languages & The Media – the 10th…

Translating Fashion Copy: How it Changes Across Cultures

  The fashion industry is undoubtedly an international and highly globalised sector nowadays. Nevertheless, fashion brands still need to localise their products, as well as advertising and marketing copy, in order to suit customers’ specific needs around the world. Fashion translation plays a vital role in this process, especially for luxury brands whose values are…

Website Localisation: Does it Really Improve Sales?

Is website localisation a good investment to grow your sales globally? Or is your English-only website enough? If you believe, as many others out there, that the majority of people who are not native English speakers feel comfortable using websites in English to buy products and services – well, you are getting it wrong! That…

Fashion Translation: How to Make Fashion Statements in Any Language

  From product descriptions to brand catalogues, websites and in-store materials, fashion copy must fascinate and inspire. That’s why fashion brands have to find their own unique, distinctive writing style and tone of voice. But that’s not all. Then there’s terminology. People often think that fashion copy is just about style, evocative imagery, metaphors and…