To smile or not to smile…?

You have probably spent a lot of time and money on building up your corporate image. Every word, every sentence, every statement or slogan has been carefully chosen, because you want it to be just perfect. Each message should express the specific values of your company and faithfully communicate your overall company vision.  You have […]

Long live creativity!

Many years ago I worked as a freelance translator for an agency specialized in the automotive industry. The source texts were mainly technical manuals for truck mechanics and to be honest; for me, as a newcomer in this industry, it could just as well have been Chinese.   Therefore I was rather grateful that the […]

Translation to go, please

Words have power. With words you can wound, praise, criticize, express feelings, judge, create a rhyme or be vulgar. With words you can hurt on purpose, heap praise on someone, criticize subtly, be ironic or express anger. You can use slang terms or scientific ones. You can choose to be ambiguous or to drop a […]

What are you thinking about?

The absolutely best promo I’ve ever seen regarding language confusion is the one with the cute, naïve and not too smart German coastguard: Within just a few seconds this short clip makes it clear that even the smallest of details can make a world of difference when it comes to understanding a message in […]

In the translation jungle…

… you get what you pay for
Few markets are as clearly split into two camps as the translation business. On one side you have the professional agencies and translators, aiming for high quality, great service and long-term relationships. On this side of the market it’s self-evident that translation is much more than just translating words; localization, adaptation to different cultures and […]

A good bargain is a steal

To google or not to google
This hilarious sign at an Indian airport is a prime example of just how badly things can turn out when you try to save money on translation. If you are as unlucky as this airport, someone takes a picture, shares it on Facebook and within just a couple of minutes a carefully built-up reputation can […]

100% fuzzing – a soulless job

Fast Track translation Cheap. Cheaper. Fast. Faster. Welcome to the modern age! Everything has to be cheaper and happen faster. Everyone seems to be expanding while reducing costs, in order to make money even faster. You can opt for faster and cheaper and get the impression that you are saving money, but don’t fool yourself […]