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Client Education Through Public Relations

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Client Education Through Public Relations


Automation Doesn’t Solve Everything

Six Things You Should Know About Machine Translation

Taco Bell's return to Japan in 2015 was widely anticipated, but the company's launch of its Japanese-language website spawned a media frenzy—not because of the food. With machine-translated menu items that turned "Cheesy Fries" into "Low Quality Fleece" and "Crunchwrap Supreme-Beef" into "Supreme Court Beef," the company had to rush [more]


5 Tips for Taking your Business Global

Do Your Homework Before Going Global

The Coca-Cola Company is the leading beverage maker in China's $69 billion soft drink market, but the story might have been quite different if it weren't for some smart and localized brand management at the very beginning of its foray into the country. Protecting the company's valuable trademark [more]


Don’t get lost in translation. Get it right!

You can’t afford to risk your image, liability and reputation

We've all seen them: eyebrow-raising "translations" that leave you either shaking your head or slapping your knee. Just ask Google and you'll find countless examples such as a no smoking sign in Israel that says "violators will be peralized" or a bilingual road sign in Wales telling Welsh-speaking truck drivers [more]


The High Cost of Cheap Translation

Why You Shouldn't Skimp When Leaping the Language Barrier

You pay for the best product development and manufacturing. Your legal and administrative people are top-notch. You choose your advertising and marketing partners with utmost care. And then you pick the lowest bidder for your translations. There's a good chance you've just made a costly [more]


Legal Risks in Translations: Hanging On Every (Foreign) Word


Janel and her business partner Kevin go all in on their wearable-tech startup. They even get foreign patents translated into English to make sure there are no conflicts with their idea. Three years later, when their products are finally hitting the shelves, they receive a cease and desist letter. [more]


To Translate or Not to Translate?

5 tips for knowing when you need professional translation

"A little knowledge goes a long way." That's what Michael, the owner of a fast-growing company, said to his business partner when discussing the process of taking their US success into international markets. His partner couldn’t agree more. Sales were up [more]


Arriving at the Right Type of Language Professional


Business people don't have to communicate with extraterrestrials (yet), but they can still learn a few things from the sci-fi thriller Arrival. In the blockbuster film, Dr. Louise Banks is a language professional called in by the Army to communicate with an alien species. Is she a translator? An interpreter? A linguist? Does it matter? [more]


Going International From the Inside Out


Last year, a mid-sized manufacturer took their brand international with a multilingual campaign that opened the company to orders from rapidly growing markets in Asia. In the process, their accounting department saved them a great deal of money, but not in the way you would expect. [more]


Not connecting with consumers?

Maybe you're not speaking their language

You may think your company's products and services speak for themselves, but building a brand beyond borders takes more. If you don't speak your customer's language and understand their culture, you won't reach them emotionally and your reputation will suffer. [more]



What else do you need to know?

Check out ATA's Client Article Index, The ATA Compass, and mini-guides Translation: Getting It Right and Interpreting: Getting It Right to learn how to make the most of your translation/interpreting budget!