International Identity, Logo and Branding Consulting
What is BRANDING? One of many dictionary definitions is: “the practice of marketing products by associating them with a widely accepted brand name so as to distinguish them from other similar products that are sold”.
What do BRANDING and LINGUISTICS have in common? Our philosophy is: "Everything."
Companies spend millions of dollars on the creation of proper images and personal brands - this is something that will make you stand out of the crowd and represent you around the globe. Our vast global network of dedicated professional linguists work to ensure that your latest product or slogan is "hitting" the market positively and as you intended it. To properly protect your most valued corporate assets - your brand and your reputations - you just cannot afford to have your million dollar promotional campaign portrayed like this:
Sometimes, things are bad enough without translation. McDonalds latest advertising team didn’t do their homework on urban slang. If they had, it is likely that they would have realized "I’d Hit It" is not exactly the catch phrase to use when selling fast food. OR maybe it was intentional to bring up controversy…
Rising glory from Japan: Mazda Laputa was introduced to the market in 1999. Similarly to the Nisan Moco and the Mitsubishi Pajero, the name is fortuitously unfit for Spanish-speaking countries, since "la puta" in Spanish means literally "the whore", "moco means "snot" or "booger" and "pajero" may be understood as "wanker"
The most famous example of all, the introduction of Coca-Cola to China. Legend goes that some local merchants came up with a similar sounding name, but the characters used for it meant "Bite the Wax Tadpole." After many researches Coca Cola Company came up with the characters having much more appropriate meaning "happiness in the mouth".
In 2001, Honda intended to release a car named Honda Fitta on the European market. However, in Swedish and Norwegian, fitta is a crude reference to female genitalia, and the vehicle was rebranded Honda Jazz.
Don’t let this happen to you! Our international team of researchers will place all the expertise and experience in your service.
Different people and cultures have different perceptions of things, colors, words and ideas. When different languages join in, confusion is guaranteed.
Our diverse team conducts research on the possible impact of your brand, product name, or slogan on the foreign markets. Research is conducted before the introduction of your product or new slogan to the market. This will help avoid any issues that may arise in the translation process. We make sure to study the slang, customs, and religion and also carefully consider and research any historical or political impact that may arise from certain words, colors or images. The entire process is completed within days and you can launch your new campaign with peace of mind.
THERE IS NO SUCH THING AS UNIVERSAL COMMUNICATION!!! CONTACT US TODAY FOR PEACE OF MIND TOMORROW!
"Regardless of the technical complexity or the language involved, translations have been consistently accurate."
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