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Linguistic Considerations When Localizing Brand or Product Names

Posted by Marina Pantcheva on Wed, May 04, 2016 @ 03:05 PM

A few years ago, the Pepsi-Cola company adjusted their brand name “Pepsi” to “Pecsi” in Argentina to reflect the natural pronunciation of the name in Argentinian Spanish — a language lacking the sound combination “ps”. The goal of this campaign was clear: to get closer to consumers by adapting the brand name to the way it is often pronounced in the country. The campaign was so successful that Pepsi replicated it in Spain and Mexico later on.

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Topics: Localization Strategy

The Fate of Linguists in the Age of Convergence

Posted by Doug McGowan on Fri, Apr 29, 2016 @ 06:40 PM

According to TAUS, we are headed toward the Age of Convergence, where translation memories, machine translation, leveraging tools, and search tools will converge into a cohesive user experience across devices. With so much evolving technology, what is the future of lifelong linguists and transcreators like me?

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Topics: In the News

What Languages Do European Startups and Unicorns Target?

Posted by Libor Safar on Thu, Apr 28, 2016 @ 06:09 PM

European startups may not enjoy as much publicity buzz as their counterparts based in Silicon Valley — but they are no less exciting. The whole startup scene in Europe is on a mission to catch up with the technology hotspots in the US. Some of the unique features of European companies, such as their multicultural and multilingual backgrounds, act as advantages when it comes to scaling up globally.

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Topics: Localization Strategy

6 Ways to Get the Most Out of Your Style Guides

Posted by Lee Densmer on Wed, Apr 27, 2016 @ 08:40 PM

Style Guides, which companies use to drive consistency and clarity of translation, come in different shapes and sizes. In addition to the obvious language-specific, tactical guidelines on things like how dates, times, numerals, phone numbers and currency are expressed in that language, more subtle style elements must also be covered. While you probably already have all of these style concepts laid out for the source market, too often target market Style Guides address only the mechanics of the target language — something that experienced translators should already well understand. So what turns a tactical guideline into a fully-fledged market-specific Style Guide?

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Topics: Localization 101

How Content and Quality Affect Translation Memory Use

Posted by Erik Vogt on Mon, Apr 25, 2016 @ 09:06 PM

Translation memory (TM) is an established language technology known to save costs and time, and it usually improves quality, but not all organizations are able to leverage translation memory to the fullest. Why does this happen?

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Topics: Localization Insider

What Every CEO Needs to Know about Localization

Posted by Vijayalaxmi Hegde on Thu, Apr 21, 2016 @ 07:54 PM

Thanks to the cloud, many companies today are born global, even if that may not be their intention. In other cases, the shifting centers of business growth have made “global” a hard-to-ignore source of revenue.

You know all this. You also know that translation and localization are inevitable for international growth. But how do you get localization off the ground? How much is it going to cost? What are the things that you must know about localization at a high level?

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Topics: Localization 101

Not Lost in Translation: Impressions from LocWorld30 in Tokyo

Posted by Michael Stevens on Fri, Apr 15, 2016 @ 06:41 PM

A year ago I had never been to Japan, and since that time I have traveled to Tokyo twice. The most recent trip was for LocWorld30, which ended just earlier today. The past few days have been wonderful, and getting to experience the city with so many other professionals in the industry has been a privilege.

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Topics: In the News

Five Situations When Translation Memory Stops Being Your Best Friend

Posted by Vijayalaxmi Hegde on Tue, Apr 12, 2016 @ 08:23 PM

We have all heard the arguments about how translation memory (TM) can result in savings and improvements in translation quality, and they are all true. But today we’re going to play the Devil’s advocate and talk about situations in which using a translation memory may actually be counter-productive.

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Topics: Localization Insider

Five Common Traits of Programs at Localization Maturity Level 4

Posted by Lee Densmer on Mon, Apr 11, 2016 @ 09:33 PM

As a solutions architect with 15 years’ experience in the industry, I often work with organizations trying to evolve their localization programs in order to try to achieve the trifecta of reduced cost, increased quality and improved TAT.

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Topics: Localization Strategy

WordPress Translation Day Is Here, Go Translate!

Posted by Vijayalaxmi Hegde on Wed, Apr 06, 2016 @ 07:44 PM

To those of us who started writing on the web more than a decade ago, WordPress will always remain the true leveler of the Internet playing field. While it was not the one to introduce one-click publishing — there were predecessors like LiveJournal and Blogger — it certainly was the content management system (CMS) and blogging platform that many of us fell in love with for its ease of use, clean interface, and availability in many, many languages. No wonder over 20% of websites globally now use WordPress.

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Topics: In the News

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