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Lost in Translation

by Katie Riddle on March 1st, 2010

So your website is up and running, and your content is in good shape—in English. But when your company decides to enter the Indian or Nigerian markets, what gets lost in translation? Your website can become a cultural minefield, but here are some ways to avoid those “mines.” 

Say the right thing, the right way, in the right language
 
Most people think that globalizing content means hiring a translation firm. But one thing we often miss is localization. It’s the magic spice that ensures your content is culturally acceptable, your brand remains consistent, and what you said in English stays relevant in Hindi or Cantonese.
 
We’ve all laughed at global companies’ faux pas. For example, KFC’s slogan “Finger Lickin’ Good” was translated literally as “Eat Your Fingers Off” in China. And the American Dairy Association was very successful with its “Got Milk?” campaign, but the literal translation, “Are You Lactating?” didn’t go over well in Mexico. They’re funny, sure. But you can bet those “mines” did some brand damage and cost a lot of time and money to correct.
 
Who’s doing it right? The most recent McDonald’s campaign featured the slang phrase “I’m lovin’ it.” In French Canada, it’s translated as “C’est ça que j’m,” meaning literally “It’s that which I love.” “J’m” is slang for “J’aime” or “I love,” so it’s not a literal translation. The catchphrase is made meaningful and relevant to the culture, thanks to localization.
 
A final warning about publishing your site in English in a non-English-speaking country. As a general rule of thumb: don’t do it! Sites that are not at least partially translated into the local language risk being dismissed as irrelevant and ethnocentric. Even in countries where English is a widely spoken second language, users may find it tedious to read a non-native language.
 
Show and tell (the RIGHT story)
 
Pictures and graphics can complement your copy and reinforce your message. But, on global websites, they can also be “mines” that can blow up in your face. In Indonesia, Iran, or Malaysia, that shot of a woman in a sundress won’t work. In many Muslim countries, it’s unacceptable for a woman to show skin besides the face and hands. In many areas of the world, it’s not appropriate to use only Caucasian models. It’s better to use models that reflect the ethnicity or diversity of the target culture. To take it one step further, photography using American models may not work for Europe, even if there’s appropriate diversity—certain types of clothing, style, and environments scream “American!” to a Dutch or Danish audience.
 
Symbols in photography and graphics can also cause problems. A thumbs up gesture might mean “Great!” or “OK!” in Western countries. But in the Middle East? It’s obscene. Animals can be risky, too. Cows are sacred in India and dogs are considered unclean in some parts of Asia. And using an animal that doesn’t live in the target geography, like a walrus in Ethiopia, may result in confusion and frustration.
 
Your brand’s perception can suffer from cultural missteps or gain from cultural sensitivity. So invest time and thought when selecting pictures for your global audiences.

It’s a Small World After All
 
Bottom line? Thanks in part to global brands, our world is shrinking. So why not protect your brand by ensuring that foreign language content is done right the first time? Even if your company is a startup entering only one foreign country, translation and localization are a worthy investment. By ensuring your content resonates with your audiences and conveys your brand’s tone accurately, you’re protecting your brand experience. Which if you’re Coca-Cola or Toyota, is worth billions of dollars. And even if yours isn’t, localization shows your customers that you take them seriously. So, say what you mean, and mean what you say … in Farsi, Taiwanese, and Swedish.

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Posted in Brain Traffic, Content Strategy, Web Content

What vs. How

by Julie Vollenweider on October 16th, 2009

I’m reading Dov Seidman’s  book about one simple concept: It’s not what you do that sets you apart, but how you do it.

 

May I present as an example a recent plotline from one of my favorite TV shows, It’s Always Sunny in Philadelphia:

    • What the characters like to do is drink wine.

    • How they drink it is out of a Diet Coke can.

 
Similarly, at Brain Traffic, what we do is … Plan for and create content that’s:
 
    • Useful

    • Usable

    • Purposeful

    • Profitable

 
But more importantly, how we do it is with …
 
    • Teamwork and a values-driven culture

    • Incredibly high standards for good work

    • A clear purpose and laser-focus on content, just the content

 
These are some of my very favorite things about Brain Traffic. Another favorite thing is that hilarity is actually a company value.  Can you tell?
 

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Posted in Around the Office, Brain Traffic, Web Content, Web Writing

Brain Traffic’s Summer Vacation, Parts I and II

by Meghan Casey on September 2nd, 2009

What We Did on Our Summer Vacation, Part I

It’s not a party until something gets broken.

True story: We ate walking tacos, we drank margaritas and Mexican beer with lime. We swung at piñatas.

And, oh, we broke a window.

BTwindow
Kristina took it well:

KristinaPostWindow

What We Did on Our Summer Vacation, Part II

It was the day after a tornado tore up part of our fair city. The sky was dark. The rain was falling. We would not be deterred. We would not.

For to see our name in lights at Midway Stadium, to get down with Mudonna and Super Fan, to leave the Nerd speechless was our mission. Watch out, St. Paul Saints. Here comes Brain Traffic.

The highlights:
group
Before the rain. And beer.

bear
Bear says "What? What?"

eye
Eye Love Baseball. And beer.

hog

Slumhog Millionaire. That’s her real name.

Nerd

The Nerd with Angie 2.0 before Elizabeth stole his funny.

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Posted in Around the Office, Brain Traffic

Kristina finished her book!

by Katie Dohman on August 14th, 2009

Kristina’s book, Content Strategy for the Web, arrived in the Brain Traffic office this week. (Psst: You can buy it here.) Watch the unveiling:  
 

So, what are we going to do now that Kristina published a book? The same thing we do every day, of course: Try to take over the world! Congratulations, Kristina!

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Posted in Around the Office, Brain Traffic, Content Strategy, Information Architecture, Uncategorized, Web Content

Viva la revolucion!

by Julie Vollenweider on June 18th, 2009

Just a quick  progress update on our troop of business card people / unicorns …

card-people1

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Posted in Around the Office, Brain Traffic

Call for creative recycling

by Julie Vollenweider on June 16th, 2009

We just scored some sleek new business cards at Brain Traffic. They are totally awesome, or as I like to say, "tawes."

Here’s the thing, though …

We have a ton of old cards. And I simply cannot stomach the idea of throwing them into the recycling bin. So I’m trying to think of creative ways to use them.

I tried making a decorative fan for my desk:

card fan

I tried making a collage for my cabinet:

cabinet collage

And I tried using one for scratch paper:

card scratch paper

As you can see, my ideas are totally lame. Help.

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Posted in Around the Office, Brain Traffic

Fast and Furious Foosball

by Katie Dohman on May 28th, 2009

At Brain Traffic, we’re serious about fun. And coordinating outfits.  That’s why we couldn’t pass up competing in Popular Front’s Foosfire tournament last month.

Office politics and a couple naysayers couldn’t stop the Brain Traffic team from representin’ – so what if we lost in the first round. So what, we say!

We got it all on video thanks to our good friend Nate Kadlac.

 Prepare to laugh. Also cry. And perhaps appear dumbfounded and confused:

 

Foosfire Fame from Nate Kadlac on Vimeo.

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Posted in Around the Office, Brain Traffic

Kristina’s writing a book!

by Elizabeth Saloka on May 19th, 2009

A few months ago Kristina was asked to write a book about content strategy. Shortly thereafter she took off for a writing retreat in lovely Vermont. She must be busy, because no one has heard from her since!

We did manage to get our hands on an excerpt from chapter one:

    All work and no play makes Kristina a dull content strategist
    All work and no play makes Kristina a dull content strategist
    All work and no play makes Kristina a dull content strategist
    All work and no play makes Kristina a dull content strategist

Watch your back, Hemingway!

You can pre-order  Kristina’s book now. Can’t wait? You can buy her webinar today.

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Posted in Brain Traffic, Content Strategy, Web Content, Web Writing

Come say “hi” at SXSW!

by Kristina Halvorson on March 12th, 2009

I'm mostly excited – but a little nervous – about my first-ever SXSW experience, which kicks off tomorrow.

After admitting my "South-by-naivete" to the Twitterverse, I received all sorts of helpful ideas from the cool kids who have been going since the beginning of the millennium.

Walking shoes? Check. Business cards? Check. Dorkbot and Nuclear Taco Night? On my can't-miss list.

If you'll be there, find me on Twitter (@halvorson) and let's say "hi" in person. Brain Traffic's own Julie Vollenweider (@jjvollenweider) will be there, too, trying to pretend I'm not embarrassing her too much.

You're especially invited to check out the two terrific panels I'm honored to be a part of:

Try Making Yourself More Interesting

Friday, March 13, 5:00pm – Room A

There are no cheat codes for community. No Charles Atlas shortcuts to
make your pet project the one to rule them all. Want people to think
you're awesome? Be awesome.

Brian Oberkirch has asked me to address Being Sustainably Awesome on this panel, which obviously has close ties to content strategy. (Not seeing it? Oh, believe me. You will.) I'm excited to mind-meld with co-panelists DL Byron (Bikehugger), Amit Gupta (Photojojo), and especially David Rees, who writes my very favorite cartoon, Get Your War On.

From Freelance to Agency: Start Small, Stay Small

Saturday, March 14, 3:30pm – Room C

The web has always attracted mavericks and entrepreneurs, and a rocky
economy makes the freelance life more desirable (or at least more
inevitable) than ever. So what happens when your freelance business
starts to grow? How big can you get without getting bad?

The esteemed Jeffrey Zeldman (Happy Cog, A List Apart, Zeldman.com) invited me to share the stage with the brilliant Roger Black and UX designer/celebrity blogger Whitney Hess to talk about our shared experiences along the professional path. I promise to use the phrase "in these uncertain times" as often as humanly possible.

See you soon!

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Posted in Brain Traffic

Today.

by Kristina Halvorson on January 20th, 2009

meeting-history

Meetings: canceled. History: made.

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Posted in Around the Office, Brain Traffic