Making marketing work overseas: Translation tips from Dell
Stephen WhitesideWarc
Dell's marketers are experts at crafting messages which compute perfectly with US consumers.
But according to Wayne Bourland – the technology company's director/global localization – many brand custodians underestimate the difficulty of replicating this engagement effect when translating such material into the various languages on which its international operations are based.
"You've got all of that time, and dollars, invested in creating that source English, and then you dump it all through the translation process, and you think that two or three days later, you're going to get it...