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Get Lost in Translation

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A fun look at what can go wrong when companies don't invest in the translation process. Get it right first time - use a professional translation team.

Originally presented by Richard Brooks at Cranfield University as part of their Key Account Management Club.

Published in: Marketing
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Get Lost in Translation

  1. 1. 1www.k-international.com @RichardMBrooks @RichardMBrooks Richard.Brooks@k-international.com +44 1908 557 900 www.k-international.com
  2. 2. 2www.k-international.com @RichardMBrooks HELLORichard Brooks. CEO K International @RichardMBrooks +44 1908557 900 Richard.Brooks@K-International.com www.k-international.com
  3. 3. 3www.k-international.com @RichardMBrooks “so… what languages do you speak”
  4. 4. 4www.k-international.com @RichardMBrooks I leave the translation to the clever people.
  5. 5. 5www.k-international.com @RichardMBrooks “so… you use robots to do the translation?”
  6. 6. 6www.k-international.com @RichardMBrooks I am fluent in over six million forms of communication I’m being sarcastic…
  7. 7. 7www.k-international.com @RichardMBrooks “so… why can’t you just google translate it?”
  8. 8. 8www.k-international.com @RichardMBrooks http://www.k-international.com/blog/google-translate/
  9. 9. 9www.k-international.com @RichardMBrooks
  10. 10. 10www.k-international.com @RichardMBrooks “why bother?… they all speak English anyway…”
  11. 11. 11www.k-international.com @RichardMBrooks “If I’m selling to you, I speak your language. If I’m buying, dann müssen Sie Deutsch sprechen!” Willy Brandt Former Chancellor of Germany
  12. 12. 12www.k-international.com @RichardMBrooks “If I’m selling to you, I speak your language. If I’m buying, then you need to speak German!” Willy Brandt Former Chancellor of Germany
  13. 13. 13www.k-international.com @RichardMBrooks bonnet de douche Rodney
  14. 14. 14www.k-international.com @RichardMBrooks bonnet de douche Rodney
  15. 15. 15www.k-international.com @RichardMBrooks … I take pride in the words “Ich bin ein Berliner” … June 26th 1963.West Berlin.
  16. 16. 16www.k-international.com @RichardMBrooks
  17. 17. 17www.k-international.com @RichardMBrooks Only said… you have a nice bottom
  18. 18. 18www.k-international.com @RichardMBrooks Chin Chin Love
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  36. 36. 36www.k-international.com @RichardMBrooks
  37. 37. 37www.k-international.com @RichardMBrooks Keep Hygienic Apple Scallop Ginger Grape Orange Tomato
  38. 38. 38www.k-international.com @RichardMBrooks • Partner with a company who will integrate into your culture. • Invest at least as much time in this as you did to create the English copy. • Create a shared language strategy and vision. • Size may not matter… the big ones use the little ones. • Workflow tools and systems are no longer a USP. • Maintain control of your language assets. • Give it time… you will go through the transition curve. • Once developed a pool of translators is a fantastic resource for your company. • Fully integrate them into the content creation process. • Use an agile approach to customer/supplier management. Top tips for picking a language partner
  39. 39. 39www.k-international.com @RichardMBrooks
  40. 40. 40www.k-international.com @RichardMBrooks Richard Brooks uk.linkedin.com/in/richardbrooks twitter.com/@RichardMBrooks plus.google.com/+RichardBrooks_L10N 0044 1908 557913 Richard.Brooks@k-international.com www.k-international.com

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