MB Language Partners: Globalizing and Localizing Your Brand and Content
Download as PPTX, PDF1 like136 views
The document discusses the concepts of globalization and localization in the context of the language industry, emphasizing the importance of adapting products for international markets. It provides practical steps for businesses to effectively globalize and localize their content, including team building, strategic planning, and continuous improvement. Examples of localization failures highlight the significance of understanding cultural nuances when entering new markets.
MB Language Partners: Globalizing and Localizing Your Brand and Content
- 1. M&B Language Partners Globalize Your Brand, Localize Your Message, Share Your Passion
- 2. Globalizing/Localiz ing Your Content: What could possibly go wrong?
- 3. Tracy Miller •A whim leads to Tokyo •25-year veteran Japanese Translator/Interpreter •MBA Global Management •Globalization/Localization Specialist, Strategic Global Content & Digital Marketer •Twitter: @tracymfu •tracymiller@mandblanguagepartners.com
- 4. What is Globalization? • Globalization, in the context of the language industry, refers to a broad range of processes necessary to prepare and launch products and activities internationally. --GALA
- 5. What is Localization? • Localization is the process of adapting a product or content to a specific locale or market. • Translation • Graphics • Relevant content • Design and layout • Conversion to local requirements • Local formats for dates, addresses, etc. • Local regulations and legal requirements • The aim of localization is to give a product the look and feel of having been created specifically for a target market, no matter their language, culture, or location. Source: GALA
- 9. Learn what’s right by fixing what’s wrong. Success is consists of going from failure to failure without loss of enthusiasm. --Churchill
- 10. Where do you start?Low hanging fruit Get a team Find a tool, right now Build the process Continuously improve
- 11. Begin with the End in Mind
- 12. Research: World markets; regulations; global competitors, brands, and product names; country risk vs. opportunities, etc.
- 13. Develop international, regional, and country strategy
- 14. Put a cross-functional global team in place, or use your existing one.
- 15. Prioritize and optimize your activities and content. Decide your message and support it fully.
- 16. Find the right tools and centralize for maximum benefit.
- 17. Find the right vendor.
- 18. Find the right process and standardize it.
- 21. Uh,oh
- 22. I’ll pass.
- 23. No, thanks.
- 24. Blaaagh!
- 25. Yo’ bro. . .let’s eat D’asses
- 26. The Toyota Fiera Toyota's Fiera proved controversial in Puerto Rico, where fiera translated to "ugly old woman".
- 27. The Ford Pinto=Ford “Small Penis” in Brazil.
- 28. And the list goes on, and on. . . • Clairol launched a curling iron called "Mist Stick" in Germany even though "mist" is German slang for manure. • Coca-Cola's brand name, when first marketed in China, was sometimes translated as "Bite The Wax Tadpole." • Colgate launched toothpaste in France named "Cue" without realizing that it's also the name of a French pornographic magazine. • Coors translated its slogan, "Turn It Loose," into Spanish, where it is a colloquial term for having diarrhea.
- 29. Who got it right? • Who did it right? • Comparison of Mac vs PC Ads in US, UK and Japan
- 30. Globalize Your Brand Localize Your Message Share Your Passion
Editor's Notes
- #13: Features User interface and voice rec. Problems no internationalization content not controlled no linguistic testing all content managed in spreadsheet—40 languages 70,000 english words Localization for software done separate from owners manual
- #14: The road to hell is paved with excel spreadsheets.