Cross-cultural branding: vital in the world of sports

Avoiding Misinterpretation and Brand Damage with Tailored Marketing: Lessons from the Sporting World

Cross-cultural branding is a tricky business, and it is never enough simply to know your own brand or product. Even in the seemingly universal world of sports, brand identity relies greatly on external perception, and companies in the sports industry must possess deep cultural understanding to enhance their targeting capabilities and avoid misrepresentations or even […]

Rakuten and Walmart, shedding light on the standardization versus localization debate

Standardization Versus Localization: Walmart Adopts eCommerce Localization Techniques

Big-box companies like Amazon and Walmart have only been enhancing their dominant presence in today’s market, particularly through recent eCommerce strengthening efforts. Their relentless takeover from acquisition to plain out-performance of smaller companies has similarly brought them to the international stage. Their expansion models however, have been significantly different with various results for their eCommerce […]

Localizing Internal, Yet Global Communications

Localizing Internal, Yet Global Communications

Different companies have their distinct ideas about business best-practices, and the role internal communications have on a global scale. Outward engagement best practices vary from industry to industry, country to country, and even between sectors, and different emphases are put on different tactics to localize internal communications such as brand position, differentiation, and customer experience, […]

Global Product Marketing: When Localization Becomes Rebranding!

Global Product Marketing: When Localization Becomes Rebranding!

When a company’s product or service is not interpreted or understood correctly by consumers, it can have a damaging impact on a company’s global product marketing and performance on the international market, with rebranding sometimes seen as the only solution. Recently, the Republic of Ireland’s Supreme Court declared, ‘Subway bread is not bread’. With over […]

Online entertainment translations

Online entertainment translations: A “Netflix and Quarantine”

Online entertainment translations have been key to enjoying lockdown streaming services worldwide. Whether you’re sheltering in place in Denmark or in Chattanooga, Tennessee, the outrageous new docuseries “Tiger King: Murder, Mayhem and Madness” has likely made its appearance on your Netflix home page over the past couple of weeks. While Netflix has been somewhat close-lipped […]

Leaders in the Chinese translation industry

Translating China: Succeeding in the Chinese Translation Industry

At 11:00 EDT on July 18, 2018 Joshua Hughman, Director of Business Development, Europe, who was previously the Director of  Business development for our Global Communications department based in China at CSOFT International will be presenting a Webinar partnered with GALA (Globalization and Localization Association) about how he has found success in the Chinese translation […]