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.
Localization and Intent
Localization is as much about cultural relevance as it is about intent. When reading the manual of a recently purchased Dyson handheld vacuum, I found an interesting localization issue in their print materials: Dyson’s digital motor operates at 110,000 RPM, more…
The trouble with translating “authenticity” in Patient Education
The article describes two initiatives, Fit2Me by AstraZeneca and Living Like You by Novartis, that are raising the stakes when it comes to patient education campaigns.
Designer’s Style Guide to French Translation for Canada
Because Canada is a very attractive market for many organizations for foreign expansion, it’s easy to overlook the importance of the French language and the impact it may have in managing the brand in Canada. The French language doesn’t follow the same rules as English and this is often not taken into account by designers and writers who are responsible for creating the brand messaging and may be exposed to a second language for the first time.
Case Study: Purchasing Translation Services
Recently, we received a quote request for some updates to work that we originally did a quote on in 2008; a loss at the time. Four years and several copy updates further, we were doing the updates to translation work that (several) previous vendors had done in the last 4 years.
Getting your InDesign file translation-ready
It’s not often that an InDesign file is created with the idea in mind that it will go into another language. But there are common production practices and design concepts that can make localizing (translating) the InDesign file a much smoother process.
Metrics for Linguistic Screening of Product Names
What are the considerations when evaluating a product name for another market? This is called linguistic screening for foreign markets.
Website Localization Services….where do you start?
Middleware, connectors to cloud based systems, export out to Excel…..WordPress site, SharePoint, Drupal, CMS…….find out what you need to know for your website translation project. Learn more about your options and the technology choices for you to consider.
Spanish Translation for Cuba
Industries like the Travel Industry, Financial Services (Banking, Credit Cards), Construction and Agriculture are big in St. Louis and already some of these major organizations in St. Louis are looking into the possibilities of doing business in Cuba. Learn more about the history of the Spanish language here.
Retail Marketing and HR in Canada
Our experience in French translations in retail marketing for Canada spans for over a decade, with translation experience in eCommerce, Retail Management Software, In-store marketing and Advertising (direct mail and online).
Do you risk losing control over your brand?
Centralization of brand messaging is the first step in creating a consistent brand identity.