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About Advocating Global

A blog designed to support globally minded communication professionals with insight into the global communication strategies that lead to desired behavior and positive end-user outcomes. We write and invite experts to write in about global communication topics in healthcare, corporate communications and marketing, as well as best practices in localization and process management.

Our topics may vary, but our focus is always on the advocacy for the communications professional; to empower them with the tools and best practices to be a global leader and make a difference in the outcomes of the end-user.

Marketing Translation and Global Branding

Our Global Marketing Translation and Global Branding Blog is for marketing professionals, designers and writers who are involved in translation of brand messaging, websites, brochures, flyers, etc. We also address product naming and creative writing (copywriting) best practices. Foreign Markets are often one of the key growth strategies of businesses selling products and services. Brand Managers and Marketing Managers need to control consistency and accuracy in their messaging in other languages. This challenge often requires a new set of skills, a global mindset, and marketing professionals that embrace this challenge will ultimately be more successful in their jobs as they advocate for their foreign language end users.

Is it Necessary to Outline Fonts in InDesign?

Is it Necessary to Outline Fonts in InDesign?

When delivering translated text that is typeset in InDesign, we often get the request to send back the InDesign files to the printer. This is usually not an issue when the translation is set with the same font as the English. However, it’s common practice with Asian languages or languages with complex font layouts for printers to request design files that are outlined.

Transcreation

Transcreation

Transcreation is the process by which a message gets adapted for a foreign or local market in another language, without losing its original intent. This process usually applies best to advertising (taglines, brand messaging or brand names) where a lot of (cultural) meaning is packed into the least amount of content.

Decision to translate hashtags

Decision to translate hashtags

The decision to translate hashtags and manage and cultivate a social media campaign around that requires planning. Think of the English campaign creation and the work that goes into the brand creation and the hashtags that reinforce that message. When that copy goes...