International relationships as an investment

Sometimes international prospects require a little more personal attention in the beginning. Creating a multicultural relationship requires time and effort for both parties. Having said that, the extra time put in can well be worth the investment. Just like local clients, international prospects can become very loyal long-term customers if they are happy with your products and services. Once you...
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Reflecting corporate identity in corporate image

Corporate identity is the umbrella term for how a company sees itself, covering the corporate philosophy, logo and branding. Companies then deploy a number of communication tools to convey this identity to the public and influence public perception of the company. How the target audiences perceive the company is what we call the company’s corporate image. Businesses usually strive to align their...
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Cross-cultural consulting in the translation process

Tea C. Dietterich is CEO of 2M Language Services Translations, a firm that provides a range of services including translations, foreign language typesetting and desktop publishing, multilingual publications and cross-cultural training. Here is what she says about the importance and intricacies of cross-cultural and linguistic consulting (Source: Diversification in the Language Industry*):...
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International advertising agencies – approaches to global expansion and opportunities for translators

As businesses have started to expand internationally, advertising agencies have attempted to grow with their clients. Naturally, this growth has also led to boundless opportunities for marketing, PR and advertising translation specialists. If you specialise in those areas, it can be very rewarding to collaborate with multinational advertising agencies to help them service their clients in global...
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Slogan translation – A matter for experts

Slogans are usually the first thing people remember about a company. This makes them a powerful form of communication that needs to be memorable and leave a lasting impression on the target audience. Creating an effective slogan can be challenging, but converting it into another language when you are trying to break into international markets is an even more difficult undertaking.   What...
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Poor English is never the answer

As a corporate communications specialist, I have many clients who are businesses with headquarters in Germany or Switzerland and offices abroad. The majority of their workforce therefore doesn’t speak German. As a result, most of these companies choose to use English in their internal communications and in employee magazines in particular. So far so good. Professional PR and corporate...
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