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Brand Management Blog

When to use back translation

Back translation is often represented as a quality assurance method, but we encourage our clients to carefully consider when to use back translation. The nature of language and of translation means that back translation doesn’t necessarily guarantee or improve...

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Translating for Canada’s Anti-Spam Legislation

If you're expanding into Canada, make sure you consider Canada's anti-spam legislation (CASL) as part of your business plan. It may seem like a small thing, but the fines for violations can be significant. So can the fines for failing to communicate in French with...

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Translating health claims on packaging

There are two facets to properly translating health claims on packaging: legal and linguistic. If you’ve gone to market in the US with a health claim on your product package, you’re already well aware of relevant regulations and may already be working with in-country...

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Getting content reuse in translation right

Content reuse in translation can be a great way to maintain brand messaging, shorten turnaround times, and decrease costs. But it has to be done right. Since another election day will be here before we know it, we’re revisiting a news item from earlier this year that...

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International DTP: a crash course

While translation is about getting the message right, international DTP (desktop publishing) or typesetting is about getting the look right. We work with typesetters all over the world to create translated layouts that maintain the creative integrity of the original...

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Language requirements for conferences in Quebec

A recent project that crossed our desk has presented us with an interesting issue: language requirements for conferences in Quebec. We do a good amount of translation into Canadian French and have written about our experiences and the various regulations around the...

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Chinese phonosemantic naming

We are often asked about linguistic screening of new product or company name by a Chinese speaker, and we always recommend Chinese phonosemantic naming instead. To screen the English name, you have to assume the reader or speaker will have some familiarity with the...

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Priorities for Canadian French marketing translations

If you're looking for Canadian French marketing translations to expand to the Canadian market, you've come to the right place! The Canadian market is not entirely homogenous to the US market, and as large retailers have experienced in the past, it takes quite a bit of...

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Marketing translations: some common challenges

In the same way that a marketing campaign requires targeted creativity, marketing translations are typically an exercise in creative strategy. Elements like idioms and plays on words can make an ad or awareness campaign entertaining, attention-getting, or memorable....

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