1.) Its not translation, its localisation
- always use local translators as they have intimate knowledge and understanding of syntax and nuances unique to each country.
- always ask for a few paragraphs of localised samples and get a real consumer to read through (corridor test). Some research spending at the start can yield greater rewards after.
2.) Engage category experts to vet content, and propose terms/phrases unique to that category. If we want to write for the experts, we need to sound like experts.
3.) Recognise country-specific differences within languages
- Hong Kong Traditional Chinese vs. Taiwan Traditional Chinese. Enough said.
- English language messages also need to be localized for countries such as Canada, the UK and Australia. That includes differences in phrasing, such as “ring me” instead of “call me” or “petrol” instead of “gas,” as well as differences in spelling.
4.) Respect Cultural Differences
- US and UK markets tend to use a more aggressive, sales-oriented approach but the style will not play well in other parts of Europe and even in Asia
- No showing of skin pictorially in conservative countries like Middle East; Patriotism and flag imagery may work well in US but not so much in Canada.
5.) A picture says a thousand words
- British customers could tell their advertising photos were of US employees, due to slight differences in clothing, such as the way a tie was knotted
- Caucasian models might not always resonate well with Asian countries, especially Japan/China
OK our latest installment to Sony Football Asia – introducing the KICKATHON. Can you kick your way to South Africa? Well if you can there are some 2010 World Cup tickets in it for you – check it out here.
At the recent Young Guns International – MunHoe Tung one of XM’s creative leaders got his feelings back when he scooped up a bronze for his work on the HP Wake up your Feelings campaign.
Now some of us fashion misfits at XM did not make the cut (Regina sets a high bar). So if you are cooler then the usual mob and like to showcase your style to the world then hit our new DKNY “Break the rules” competition for your chance to win a cool USD$2000 per week.
Late this week, the Infocomm Development Authority (IDA) relaunched its iN.SG newsletter. This website was developed by XM, which included several innovative solutions.
iN.SG is a monthly industry e-newsletter that covers news, events and developments that are making an impact in Singapore’s infocomm industry. As part of the revamp, IDA wanted to enable readers to easily opt in/out of the IDA newsletter and to update their contact details. It also wanted to introduce several interactive Web 2.0 functions to enhance the user experience.
With the ability to handle multiple file formats, this is a great web-based tool for for creative professionals and teams to collaborate, share and engage. One of the key points on why ConceptShare claim that they work is the ability to re-create the experience of a group of people sitting around a table and marking up designs, debating and driving towards decisions that lead to a better product.
This would definitely help with teams that work across several networks to communicate comments, contextual feedback anytime and anywhere. Check it out here… http://www.conceptshare.com
BEAUTIFUL LOSERS celebrates the spirit behind one of the most influential cultural moments of a generation
In the early 1990’s a loose-knit group of likeminded outsiders found common ground at a little NYC storefront gallery. Rooted in the DIY (do-it-yourself) subcultures of skateboarding, surf, punk, hip hop & graffiti, they made art that reflected the lifestyles they led. Developing their craft with almost no influence from the “establishment” art world, this group, and the subcultures they sprang from, have now become a movement that has been transforming pop culture.
Starring a selection of artists who are considered leaders within this culture, Beautiful Losers focuses on the telling of personal stories. It speaks to themes of what happens when the outside becomes “in” as it explores the creative ethos connecting these artists and today’s youth.
Late this week, the Infocomm Development Authority (IDA) relaunched its 
