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10 Steps to Manage Global Brand and Voice With A Localized Style Guide

Posted by Lee Densmer on Thu, Sep 03, 2015 @ 07:22 PM

Style guides are indispensible tools that help translators recreate your global brand voice in local markets. They ensure consistency within a given brand, such as the corporate brand or disparately branded product lines.

So how do you create a document that does all that?

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LSP Who’s Who: Meet Your Localization Vendor’s Core Team

Posted by Lee Densmer on Wed, Sep 02, 2015 @ 06:40 PM

Any successful localization program owes itself to the resources involved in running it. While the names for these positions will vary, your Language Service Provider (LSP) likely has four core roles driving the day-to-day program work. These are your primary contacts, and they're highly specialized and experienced localization professionals who ensure your program runs smoothly.

In the first of this two-part series, we’ll cover those core roles responsible for getting your files translated in accordance with your quality standards, and getting them ready to be deployed.

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Intimate Outsourcing: Creating In-House Intimacy with an Outsource Partner

Posted by Meg Muran on Tue, Sep 01, 2015 @ 08:46 PM

Growth and change are the inherent byproducts of successful localization. A trickle of global revenues quickly queues up interest in controling the spigot, and that means localizing for more markets, more languages, more volume, and more content types.

Most localization program owners eventually find the in-house infrastructure that gave rise to early successes can no longer support the demands of a larger, more complex program. But outgrowing your in-house model doesn’t have to mean abandoning the intimacy, convenience, and control that propelled your program to success. 

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Topics: Localization insider

Intimate Outsourcing: 5 Ways Outsourced Translation Beats In-House

Posted by Meg Muran on Thu, Aug 27, 2015 @ 03:39 PM

Intimacy and convenience are two of the biggest reasons global companies like having an in-house translation team — at least until the program becomes too unwieldy for in-house translators to manage. But does that mean you have to sacrifice what you love about your in-house program? It shouldn’t have to.

In the first of a two-part series, let’s explore the five key reasons why most global companies eventually turn to localization outsourcing.

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Topics: Localization insider

How to Find Intelligence on the Competition and Rank Your Global Reach

Posted by Lee Densmer on Tue, Aug 25, 2015 @ 07:49 PM

There’s no way to predict the effectiveness of your own multilingual strategy without some insight into what your competitors are doing — and how that’s working out. Thankfully, the Internet offers a treasure trove of competitive research data for those who are willing to invest the time (or the interns) to collect and analyze it. Here are five easy ways to begin gathering competitive intelligence.

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Topics: Global Marketing

Latin America's $860 Billion "Internet of Things" Market Opportunity

Posted by Renato Beninatto on Mon, Aug 24, 2015 @ 08:24 PM

Imagine landing at Rio de Janeiro’s international airport. As soon as your flight lands, a timer on your smartwatch counts down the minutes until your bag is delivered to the luggage carousel. A self-driving, English-speaking car pulls up to the curb with your name in lights, which you automatically hailed when you scanned your biometric passport at the immigration kiosk.

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Mandarin Or Cantonese? The Savvy Marketer’s Guide to Hong Kong

Posted by Acacia Decker on Fri, Aug 21, 2015 @ 07:00 PM

Cantonese has been spoken for centuries in south central China, and it’s the native tongue for most who live in and around the Guangdong province. In Hong Kong, adjacent to Guangdong, 96 percent of ethnic Chinese residents are native speakers of Cantonese. So why might you consider Mandarin when you’re localizing content for Hong Kong?

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Topics: Localization insider

Get Stylized: Control Global Brand Voice with Translation Style Guides

Posted by Lee Densmer on Wed, Aug 19, 2015 @ 06:00 PM

Replicating your brand’s look, feel, and overall vibe in each target market is an essential way to cement your global corporate identity and provide a consistent customer experience. But how do you apply your brand voice and tone across all markets? How do you make sure all translators are crafting content within a consistent style?

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Topics: Localization insider

#FAIL: 5 Usability Issues That Drive Down ROI in Website Localization

Posted by Vijayalaxmi Hegde on Tue, Aug 18, 2015 @ 03:00 PM

Investing time, money, and energy in website translation isn’t enough to capture customers in new target markets, especially when you fail to give global visitors a clear path to the site in the languages they require.

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Topics: Multilingual marketing

6 Brazilian Portuguese Words That Do Not Translate in Portugal

Posted by Renato Beninatto on Fri, Aug 14, 2015 @ 07:31 PM

Brazil has 190 million Portuguese speakers, versus mother country Portugal's 10.5 million, and it is Brazilian soap operas and game shows that dominate media in the language. Still, much like the national varieties of English that exist around the globe, Brazilian Portuguese has more than a few vocabulary distinctions that raise eyebrows in the streets of Lisbon.

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