The following is an extract in English of a contribution to Traduire, the magazine published twice a year by SFT, the French association of translators. The December 2016 issue was dedicated to luxury, fashion and translation.
No. 235 – Luxe, mode… et traduction!
Published by SFT – Société française des traducteurs, December 2016
In this article I would like to share a few thoughts about the language of luxury, with some regard to the Italian language and from the point of view of a language professional like myself. Continue reading →
Local market versions boost propagation, engagement and credibility.
Press releases are still used and useful to control the dissemination of company news and announcements as well as to build relationships with media professionals and the general public. They are a chance to connect with your audience when and how you want to, on a regular basis. Not to mention a legal requirement for public companies. In sum, they are still a cost-effective tool to earn media coverage worldwide, both online and offline. Continue reading →
Is creativity innate? Well, maybe to a degree, but a master’s degree in creativity is earned with lots and lots of work. As we’re not poets living on thin air, but professionals who need to deliver, often on very short deadlines, we can’t wait for inspiration. Continue reading →
If you want the short version: because it allows you to communicate consistently with your audience, with messages relevant to your brand and your goals. Added benefit: it makes life easier for everyone who has to write, design and generally create brand content.
But, in the hope you want to stick around for the long(er) story, keep reading, and you’ll see why writing, localizing and applying a brand style guide is a very good idea.
Let’s start with the benefits of a brand style guide
Continue reading →
Making the case for company and brand content adaptation when reaching international audiences.
According to the American Marketing Association, localizing contents is key to a company internationalization strategy. Why? For very concrete reasons: it can make or break a company’s success abroad, distinguishing brands that communicate effectively with international markets from other brands that remain foreign and inaccessible; and it increases sales in the target markets, with clear ROI from translation and localization efforts, directly impacting their bottom line. Continue reading →
After deciding it is worthwhile to translate your contents (see why here or here or here), how to go about it?
Let’s break down the process in a few simple steps. Continue reading →
The following tips are equally valid for the website of a freelancer, the website of a SME or that of a big international company.
Because quality is universal. And it matters in any circumstance, if you want to attract customers and win their trust. Instead of stepping into a physical store or into a meeting room, they step into your virtual “house”, but the rules don’t change that much: what matters most is first catching their eye with an interesting proposition, have them coming back again and again thanks to interesting, well curated contents and graphics, and gaining their trust by doing what you’re promising. Continue reading →