When in Rome, do as the Romans do, if you should be elsewhere, live as they do there.
St Ambrose, 340-397 AD

If you are aiming to develop your business internationally, you will need to make sure that your product or service is adjusted effectively to appeal to your target country. Any international translation has to fit in with the culture and the ways of the target country. The localisation services that we offer you will make your customers feel comfortable, as they will be sure that you have a full understanding of their culture.

The fact that there are so many languages and dialects spoken on our planet can make life difficult for translators, especially as in some cases there is no exact translation for some words and phrases. This is especially important for businesses which base their strategy on a non-diversification policy for products and marketing support across all their markets.

We have collected some examples of unfortunate translations and linguistic difficulties below.

  • The name of the Chrysler car NOVA translates into Spanish as “does not go”.
  • English language words which are used in the USA do not always have the same meaning as in other English-speaking countries. For example : gasoline/petrol, cookies/biscuits, bathroom/toilet
  • COCA COLA avoids using the word “Diet” in Spanish-speaking and European countries as it is identified with health problems. Instead it uses the word “Light”.
  • In just one country – Switzerland – people speak four different languages (French, Italian, German, and Romansh).


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