Business Translation & Marketing Materials' Localization

арт. BRICS & SCO

Quality Localization requires profound knowledge of the mentality, culture, and history of the Target country. Otherwise, there is a high risk of tripping over some trifle - and sometimes even harmless freckles can become a real problem.

Without any doubt, Localization helps to establish trust with customers. Sometimes, however, brand identity is more important. In 2017, Norwegian Cruise Line launched a new cruise liner in China: everything was adapted, from the Chinese interior to restaurants with traditional cuisine, tea rooms, mahjong games, etc. However, local residents were disappointed. They expected a completely different experience from the cruise - Western luxury and foreign exoticism, not a familiar home environment. Therefore, the company had to completely re-work the concept, abandoning 100% Localization.

At the same time, there are many famous cases proving the vital importance of proper Localization: e.g., when Global fast food chain KFC opened its first restaurant in China, their world-famous slogan "Finger-licking good!" became the bloodthirsty "Eat your fingers!"; also PepsiCo’s motto "Live with the Pepsi generation" received an even more inadequate translation of "Drink Pepsi, and your dead ancestors will rise again." And - last, but not least! - to complete the "Global Trio": the Chinese version of Coca-Cola’s name was "tadpole chewing wax", initially... The Coca-Cola Company’s Marketing experts had to go through 40,000 pronunciations before they settled on the similar-sounding phrase Kekou-Kele, or "Taste Happiness!", and that was an unapologetic WIN!

After over 30 years' international experience in Business Translation & Localization Services, our Clients' Portfolio includes such European & Global market leaders, as GATES Corp. (Germany/EU / P.R.C./ USA), I.M.M. Hydraulics / InterPump Group (Italy / EU); TONE Schlauchtechnik GmbH (Germany / EU) & UNIFLEX (Germany / EU / P.R.C.), as well as a number of Scientific and R&D Institutions from Bosnia (B&H), India & Serbia: let us WIN together, again - across EURASIAN UNION & SCO - in the "WIN-WIN!" fashion, thru 2025-45!