Lost in Translation
When it comes to applying brand messages that communicate across cultures and geographies, mistakes and inappropriate associations are a real risk and unfortunately all too common. Rolling out brand messages across multiple languages and regions is never easy but taking short cuts can be very expensive and damaging.
Brand translation requires language fluency and technical insight into both the subject and structure. Google translate, Babel fish or even the sales guy from your Paris office is no substitute for professional translation where syntax and tone are considered alongside the technical knowledge of your own technical product experts.