Marketing translations that sing
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Marketing translations that sing
How to make sure your foreign language marketing resonates natively
Curated by Patricia Lane
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90% of consumers in major European markets search the web in another #language than their own, but no stats on France

90% of consumers in major European markets search the web in another #language than their own, but no stats on France | Marketing translations that sing | Scoop.it
Internet Retailer - Marketing/International Marketing - Many consumers search the web in more than one language (International #Marketing - Many consumers search the web in more than one language - Internet Retailer
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Justice Kennedy Asks Key Question Re: Obamacare(s) Mandate - Huffington Post

Justice Kennedy Asks Key Question Re: Obamacare(s) Mandate - Huffington Post | Marketing translations that sing | Scoop.it
Justice Kennedy Asks Key Question Re: Obamacare(s) MandateHuffington PostOn the one hand, he's saying Congress and the president were being dishonest/disingenuous in using French, not English.
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Megan Fox: 'Beauty quotes were wrongly translated' - San Francisco Chronicle (blog)

Megan Fox: 'Beauty quotes were wrongly translated' - San Francisco Chronicle (blog) | Marketing translations that sing | Scoop.it
San Francisco Chronicle (blog)Megan Fox: 'Beauty quotes were wrongly translated'San Francisco Chronicle (blog)Actress Megan Fox has headed off reports suggesting she made shallow remarks about her good looks in a recent French magazine interview,...
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Sotheby's International Realty Marketing Strategy

A good example of integrated and media-rich international marketing strategy on a premium segment (video).

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Misconceptions with international digital marketing | Freedman blog

Misconceptions with international digital marketing | Freedman blog | Marketing translations that sing | Scoop.it
Surprisingly one of the most common misconceptions is the idea that if a website is ranking well in a specific language, a like for like translation should get good SEO results for the translated language. Unfortunately it is slightly more complicated than a simple translation; cultural idiosyncrasies are potentially the wild card that makes this process much more complex.
Prior to engaging in the actual translation the most important part of the strategy should be to identify “the critical path” of your target market, this will tell you what areas of the website actually need to be translated.
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REVIEW: “Better Than Chocolate” by Siimon Reynolds

REVIEW: “Better Than Chocolate” by Siimon Reynolds | Marketing translations that sing | Scoop.it
This book has 50 suggestions for ways you can be happier in life. Things such as have Future Focus, Try the Confucian Method, Smile, and Make a Happiness List. I liked the Happiness List idea (I lo...
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Kraft By Any Other Name Not As Sweet? - MediaPost Communications

Kraft By Any Other Name Not As Sweet? - MediaPost Communications | Marketing translations that sing | Scoop.it
“If you have to provide a phonetic spelling of your new brand name when releasing it to the public, you’re in big trouble,” blogs Jim Nichols VP–digital at Stern + Associates, in Forbes.com. “In general, you shouldn’t have a brand name that can’t be easily pronounced, or spelled, unless it is the name of the founder.”

 

To add salacious insult to injury, Ad Age’s Kate MacArthur reports that in Russian, the name sounds like a slang term for an oral-sex act –- an observation confirmed by a professor at Northwestern. A Kraft spokesman responds that the company "did extensive due diligence in testing the name," including focus-grouping it in 28 tongues, and “determined misinterpretations in any of the languages to be low-risk."
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Psychology shaped by educational system

Psychology shaped by educational system | Marketing translations that sing | Scoop.it

An interesting read on how globalization has changed the educational system in Mongolia and thus the culture and values with which successive generations grow up.

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The view from Euronews. . .what's lost in translation? - Times Online

The view from Euronews. . .what's lost in translation? - Times Online | Marketing translations that sing | Scoop.it
The view from Euronews. . .what's lost in translation?

 

 How and why news from France sometimes gets misunderstood abroad.

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Three Tips to Better Marketing Translations — at a Better Price

Three Tips to Better Marketing Translations — at a Better Price | Marketing translations that sing | Scoop.it
Three Tips to Better Marketing Translations: http://t.co/pJuaQS9F via @AddThis...
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Humble Bunny Design • Using Japanese Typography in Design

Humble Bunny Design • Using Japanese Typography in Design | Marketing translations that sing | Scoop.it
Whether that be with graphics or written copy, it's important that your message is delivered. In your own native language, this may be quite difficult. In a foreign language (such as Japanese), this is nearly impossible.
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Online Strategies of Banking and Insurance Companies in the BRIC Countries - MarketWatch (press release)

Online Strategies of Banking and Insurance Companies in the BRIC CountriesMarketWatch (press release)Most Russian banks and insurance companies are currently seeking to develop English language websites in order to attract more international...
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Cultural competence key in marketing translations: International missteps in shoe branding | Deseret News

Cultural competence key in marketing translations: International missteps in shoe branding | Deseret News | Marketing translations that sing | Scoop.it

"This marketing move has kicked up controversy instead of sales because the moniker also evokes memories of a paramilitary group that threatened the Irishalmost a century ago.

“Critics have highlighted the historical connotations of 'Black and Tan' and the term's connection to the Royal Irish Constabulary Reserve Force from the 1920s who became notorious for their attacks on Irish civilians during the War of Independence,” reports the Belfast Telegraph.

 

Unintentional marketing faux pas like this are nothing new to the shoe industry. With footwear companies shipping a plethora of new brand names to countries worldwide, branding blunders such as these have caused no shortage of problems.
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Book review: Author + translator Pierre Joris - Cartographies of the In-Between - Prague Post

Book review: Author + translator Pierre Joris - Cartographies of the In-Between - Prague Post | Marketing translations that sing | Scoop.it
Prague PostBook review: Pierre Joris - Cartographies of the In-BetweenPrague PostPoet, translator, teacher and literary theorist Pierre Joris, born in Strasbourg, France in 1946 but brought up in Luxembourg, was immersed in a multilingual world of...
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For Asian-American Couples, a Tie That Binds - New York Times

For Asian-American Couples, a Tie That Binds - New York Times | Marketing translations that sing | Scoop.it
New York TimesFor Asian-American Couples, a Tie That BindsNew York TimesIt has also inspired a resurgence of interest in language and ancestral traditions among some newlyweds.
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Managing your brand abroad: a guide to multilingual branding

Managing your brand abroad: a guide to multilingual branding | Marketing translations that sing | Scoop.it
We’re nothing if not resourceful in the UK. While high street sales may be dropping, a number of UK-based retailers are marketing themselves abroad, yet keeping the business (and product fulfilment) on UK shores.
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How to Approach Social Media Internationally | Onextrapixel - Web ...

How to Approach Social Media Internationally | Onextrapixel - Web ... | Marketing translations that sing | Scoop.it

"Even the best automatic translation systems can be prone to contextual errors and they don't tend to deal well with slang and the sort of abbreviations or text-speak often used in social media. A lot of people will appreciate the effort but a bad translation can leave you looking unprofessional or may even entirely change the meaning of what you're trying to say."

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Errors & Omissions: Caught short by a literal translation that wasn't quite le ... - The Independent

Errors & Omissions: Caught short by a literal translation that wasn't quite le ... - The Independent | Marketing translations that sing | Scoop.it
Globe and Mail Errors & Omissions: Caught short by a literal translation that wasn't quite le ...The Independent The phrase was presumably translated. "Assassin" in French corresponds to the English "murderer".
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Seven tips for global e-commerce - Econsultancy (blog)

Seven tips for global e-commerce - Econsultancy (blog) | Marketing translations that sing | Scoop.it
Seven tips for global e-commerceEconsultancy (blog)From our research, just having local language landing pages make very little difference. It needs to be the full website.
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Winery Opus One Launches Retail Website in Four New Languages ...

Winery Opus One Launches Retail Website in Four New Languages ... | Marketing translations that sing | Scoop.it

The largest challenge of this website translation project was to successfully convey the elegance and refinement of the Opus brand across very disparate languages and cultures.

 

Opus One was willing to invest in the quality of their international websites, and they aimed for excellence from beginning to end. Through style guides, translated creative briefs, in-country reviews and rigorous quality assurance, Opus One went to fantastic lengths to ensure that their international websites mirrored their English one in caliber. The goal was that a Japanese, Chinese, French or German wine drinker would read the same tale, experience the same emotions and connect with the Opus One brand in the same way as an American consumer on their English website.

 

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Launch of 2012 EU-China Year of Intercultural Dialogue | Invest in EU

Launch of 2012 EU-China Year of Intercultural Dialogue | Invest in EU | Marketing translations that sing | Scoop.it
Economic Development & Investment magazine of the European Union.

 

The 2012 EU-China Year of Intercultural Dialogue will be officially launched today by Androulla Vassiliou, European Commissioner for Education, Culture, Multilingualism and Youth, and Cai Wu, Minister of Culture of the People’s Republic of China. The Year will see a large number of events and projects hosted by EU Member States and China, with the aim of strengthening intercultural dialogue and mutual understanding through cultural exchanges and people-to-people contacts. The EU-China Year of Intercultural Dialogue also offers opportunities for Chinese and EU cultural institutions, organisations and other stakeholders to establish and develop structured and sustainable cooperation during 2012 and beyond.

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The Next Self-Publishing Frontier: E-Books In Translation | Talk NYC

The Next Self-Publishing Frontier: E-Books In Translation | Talk NYC | Marketing translations that sing | Scoop.it

"Romance author Barbara Freethy has seen huge success making her out-of-print titles available as self-published e-books. She’s now sold 1.6 million copies and is taking an unusual step: Self-publishing foreign-language editions of those e-books.

Now Freethy is creating her own foreign-language editions. “I’ve translated three titles into foreign languages,” she told me. “Don’t Say A Word has a German edition (Sag kein Wort), Daniel’s Gift has a Spanish edition (El Regalo de Daniel) and Just The Way You Are has a French edition (Exactement Comme Tu Es). They are for sale at Amazon, Barnes & Noble (NYSE: BKS) and Apple."

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9 Foreign Words the English Language Desperately Needs

9 Foreign Words the English Language Desperately Needs | Marketing translations that sing | Scoop.it
While we were busy fumbling with hand gestures and illustrations like cavemen, other cultures just made up the perfect words and phrases to encapsulate those little everyday moments filled with ... uh ...
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Translations that are Marketing Mistakes

Here is a list of incorrect translations that are great embarassments to the marketing departments that allegedly created them. (@Dr447 http://t.co/2n59OJiw Marketing Translation Mistakes..Waterpik in Denmark.
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Coldplay's Lessons for Global Marketing | Marketing Companies In ...

Coldplay's Lessons for Global Marketing | Marketing Companies In ... | Marketing translations that sing | Scoop.it

"After having the world’s best-selling album of 2008, the band Coldplay became an international phenomenon and a prime example of savvy global marketing.

 

Today, some are saying the band has lost its marketing mojo by giving their latest album a meaningless name that doesn’t easily translate or resonate with mainstream audiences.

 

The Atlantic recently reported on how Coldplay’s troublesome title, Mylo Xyloto, is a classic case of a global brand gone wrong. According to Coldplay’s lead singer, Chris Martin, the band derived their new album’s name by simply putting a few random words together. Unfortunately, fans are unable to understand or even pronounce the title. This is a major marketing mistake for a group whose enormous success transformed them from a band into a brand. There was no consideration of how fans would relate or respond to the album’s title.

 

There was no thought into cross-cultural dynamics, basic audience appeal, or the impact on overall sales."

 

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