11h (edited) • General discussion
Why is meaning more important in Latin markets?
There's a difference between translation and localization.
Most companies pay for only one of them.
Translation converts words from one language to another.
Localization converts meaning.
It accounts for cultural context. Regional vocabulary. Idioms that land versus ones that confuse. Tone that builds trust versus tone that creates distance.
A translated tagline and a localized tagline can be completely different things. One is technically correct. The other actually works.
This isn't just a marketing problem. It runs through everything.
HR policies that are translated but not localized create confusion in the workforce.
Customer communications that aren't localized signal that you don't really know your market.
Training materials that are word-for-word translations lose their effectiveness in a different cultural context.
The investment gap between translation and localization isn't as large as most companies think.
The gap in outcomes is significant.
My featured section in LinkedIn has a 6-part email series on this entire subject.
Happy to send it to anyone that wants it.
DM "EMAILS" with your email address and we can send it.
P.S. If your team is asking, "Can we just translate this?" the better question is "What do we actually need this to do?"
0
0 comments
Why is meaning more important in Latin markets?
powered by
skool.com/global-solutions-6470
Expand and grow into Latino markets with Human Localization - Get it right! Add more clients to your biz!
Suggested communities
Powered by