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.
Here are few best practices on RTL formatting that come up from time to time in questions that we get.
The process of translating product marketing for other markets differs from the process by which we work on other materials because the message is often short and packs a lot of meaning.
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 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.
Creating a bilingual design should never be the sole responsibility of your Language Service Provider. Creating a bilingual layout requires making a lot of design decisions that need to be worked through in the creative process. Here are 5 tips.
What do you do when you get a few hours of foreign language footage that you need to cut into a few minute video, and your editor does not speak the language? We periodically get this request from agencies asking for video translation and it’s never an easy sell. This post suggests a more strategic approach to ensure that your budget meets both need and ROI.
Use of Fonts in Multilingual Typesetting has never been a big problem before. But as design firms are burdened to upkeep their font license policies and the growing influence of cloud based services has increased the pressure on vendors to get their own fonts to be able to work with their client’s designs. This is a cost to the industry that somehow needs to be recouped. What would be some other ideas that could help deal with font license issues?
Whenever we are asked about who is doing our translations, the common expectation is that either we do the work "in-house" or we just "send it out" to "a translator." However, the translator community, at least within Language Solutions, mainly consists of a regular...
Linguistic Screening (or Product Name Testing) of your English Product Name should not be the process by which you’ll want to evaluate your Product Names in China. Rather, Chinese names benefit more from a phono-semantic matching process by which the sounds and/or meaning of the name are matched to fit the English name and brand.
Until just recently, the Canadian Government had planned to enact the Private right of Action provisions on July 1st as part of Canada's anti-spam legislation (CASL). This provision would have allowed individuals to bring lawsuits against organizations and it's...