Localization entails far more than simply translation. It requires, above all else, a cultural understanding of the practices and norms of the country into which you are localizing. A famous historical example would be JFK’s memorable Berlin speech where he began by stating “Ich bin ein Berliner,” which didn’t announce him as a native of the city as he intended, but rather as a brand of popular German doughnuts. If you’re still unsure about the importance of localization, take a look at some real-world localization blunders below.

Just as the western world is finally settling into (or perhaps falling out of) all those ambitious New Year’s resolutions, countries following the lunar calendar – such as China, Indonesia, and Singapore – are gearing up for Chinese New Year celebrations. Headquartered here in Beijing, we at CSOFT can’t help but be influenced by the festive atmosphere all around us. But just because everyone else is closing shop for the week doesn’t mean we are too.

If you have any urgent localization requests over the Chinese New Year holiday, don’t panic: we’ve got your back! We work in multiple shifts to provide you with 24/7 service throughout the year, even over the holidays, so feel free to contact us with any requests or inquiries you might have.

That said, we intend to take part in at least some of the festivities, whether that be setting off fireworks to ward off the evil Nian or sharing some predictions about the future, supplied by the all-knowing, irrefutably  accurate Chinese zodiac.

There are many new and exciting things to look forward to in 2013 – having a new lease on life after we survived the Mayan ‘doomsday’ prophecies, Game of Thrones Season 3 returning to HBO, and more snake references than you can shake a stick at. Hearing it officially from T for Translation, make sure you add another to the list: CSOFT turns 10!

As we begin preparations to celebrate this incredible milestone, it seems prudent to also take some time to reflect. In this vein, T for Translation will be interviewing team members to get some insight on the past, present, and future of CSOFT. Dubbed “CSOFT Stories,” this campaign seeks to share some of the mysteries and tales of CSOFT’s early days, as well as hear from the next generation of leaders. See below for insights and thoughts from Matt Arney, CSOFT’s VP of Localization, as he kicks us off!

What was originally conceived as a company yearbook to be shared with clients, colleagues, and those unable to join CSOFT’s Annual World Summit has dramatically evolved into what it is today: CSOFT’s official magazine. Now in its second year of production, this latest issue features five categories that provide thematic inspiration for the articles contained within: Technology, Leadership, Communication, HQ Exclusive, and HQ Art. The magazine, designed to be enjoyed by virtually anyone interested in language, culture, or technology, provides food for thought in a breezy, entertaining manner.

This latest edition of HQ magazine is now available as an electronic version online!

T for Translation is proud to announce the official release of the latest CSOFT Creative Studio production, Crisis 108!

What began as an idea for our Friday Night Party (with the theme Night at the Movies) last Summit developed into a full-on mini-movie commercial for our creative communications production studio. Why movies, you might ask… what business does a localization services and global communications provider have getting involved in movie making? Well, actually, when you think about it, the two industries complement each other quite well.

It’s hard to believe, but the Fortune Most Powerful Women Summit is just around the corner! As mentioned a couple of weeks ago, CSOFT’s talented and hardworking President & CEO, Ms. Shunee Yee, will be attending, having been named one of the top ten Most Powerful Women entrepreneurs of 2012. Way to go, Shunee! With the Fortune summit kicking off on Monday, October 1, we at T for Translation would like to remind you of the event, and also let you know that Shunee will be speaking alongside Victoria Ransom of Wildfire and Alexa von Tobel of LearnVest. The discussion, which will delve into entrepreneurial business challenges and successes, will be moderated by Pattie Sellers of Fortune and will take place on Wednesday, October 3 at 9:55AM (PDT). Don’t miss it!

A popular topic of discussion – especially for those of us involved in the business of globalization – the global expansion of Chinese companies makes for some interesting conversation or, in this case, debate. Last week the British Chamber of Commerce in China and China-Britain Business Council co-hosted a debate which sought to address the ability of Chinese companies to ‘go global.’ Bringing in panelists from companies such as Lenovo and Weber Shandwick, the debate sparked an enlightening discussion that delved into matters of branding and historical challenges among others. See below for a quick breakdown of the debate and the arguments made.

Some exciting news on the home front here at CSOFT: Fortune announced last week the top ten most powerful women entrepreneurs of 2012, and we’re happy to announce that our rock star of a President and CEO, Ms. Shunee Yee, was recognized as one of these ten preeminent ladies!

The ten honorees have been invited to attend the Fortune Most Powerful Women Summit in Laguna Niguel, California from October 1–3, 2012. As a world-renowned gathering of distinguished women in business, the Fortune Summit offers an opportunity for some of the world´s most business-savvy leaders to meet and further strengthen an already global leadership community. With the added combination of influential figures in government, philanthropy, education and the arts, the Summit should make for some thought provoking and relevant discussions. Watch out for more information on this as the event draws closer.

This week’s blog entry on T for Translation makes a general case for how some of the standard service offerings of a localization provider can be beneficial to globalizing company brands. Whether you’re familiar with the localization industry or not, this piece should provide some food for thought, especially when considering current global trends.

We live in an increasingly interconnected and globalized world. With so many different avenues for advertising and so many diverse audiences to capture, maintaining a strong and consistent brand image and message has become progressively more difficult. As the game has changed, businesses looking to achieve international marketing success should consider adapting their strategies to meet these new challenges.

It all begins with understanding international markets, or trusting a company that does, such as a localization provider. A company that specializes in localization can help you make your brand internationally viable, because that is namely what they do: adapt products to be culturally and linguistically appropriate to specific target locales. Beyond that, however, localization companies can offer you a lot more to make your brand message stick. Here’s how:

As CSOFT’s Senior Translation Tools Strategist, Uwe Muegge is not only an expert in the fields of terminology management and translation tools, but also has an avid interest in software and tools that help boost work efficiency and productivity. In today’s world where we are constantly bombarded with information and ideas, Uwe takes a moment to shed light on how he manages today’s information-driven work environment—on the go.

Do you have an Android smartphone or tablet? Are you still waiting for the day when you can finally leave your laptop behind in the office when taking notes during meetings? Don’t you think your next great idea deserves something better than a napkin for jotting it down? I just returned from the first conference where I didn’t lug my laptop to any event and didn’t take any notes on paper. And yet, I have a treasure trove of rich, well-organized, fully searchable electronic notes that I can access from both my laptop and my mobile device.