Residents in many African nations speak Swahili. Optimize online content for SEO with localized keywords, hreflang tags and other metadata.Can handle omnichannel content such as videos, dynamic PDFs, and third-party apps.Properly use localized words and phrases that are meaningful in a given market.Know or can get up to speed rapidly on your industry and your company. This should be a given, but problems with translation often begin with the people employed to do the work. The fact is, any business can make a translation faux pas if they’re not careful. To ensure your brand messaging is deftly translated, follow these best practices for international business translation. To avoid such mistakes, brands must take a savvy, well-planned approach to translating their content for global markets. Brands like HSBC, KFC, American Motors, Ford and others have found themselves cleaning up translation messes. Add to that time, internal resources and brand-reputation costs, and you’ve got one expensive problem on your hands. No Brand Is Immuneīusiness can-and have-spent millions of dollars to correct a single translation error. It’s much better to avoid translation mistakes from the start. Mistakes like that are embarrassing, potentially offensive and costly to fix. You’re among those that have accidentally invited consumers to check out the “corpse” in their cars, develop “diarrhea” from their beer, “fly naked” on their airline, or bank with a financial institution that “does nothing.” Suddenly, you discover you’ve joined the ranks of other companies that have alienated customers with lousy localization. Had he learned more about Thai culture before travelling there, he may well have avoided this distressing mistake.Here’s the scenario: You’ve got a memorable marketing campaign, with a punchy slogan that’s producing a strong ROI in your flagship market.īut when you roll out the slogan to global markets in different languages, revenues stall. Unfortunately for Victor, he wouldn’t have considered these cultural norms as he is from a republic where there is no place for royalty. Thai money depicts the King and should, therefore, be treated with deference.īy placing the money under his foot, Victor, delivered a double whammy and demonstrated complete contempt for the King. It should now be clear why Victor offended the Thai restaurant owner. Over the generations, the two have become intertwined and interdependent giving the King a lofty position as defender and representative of both. In Thai society, there is a close link between religion, Buddhism, and the royal family. What this means in practice, is that you shouldn’t disrespect the sanctity of the top of someone’s head by touching it, and, you shouldn’t show the soles of your feet to others as this too is disrespectful. While the top of the head is sacred the feet are considered the dirtiest part of the body. The second issue at play relates to the symbolic role of the body in Thai culture. This sentence was eventually reduced to 35 years.Ģ. In 2017, for example, an individual was imprisoned for 70 years for criticising the King on Facebook. Not only is the royal family an important part of Thai culture but showing any type of disrespect can result in imprisonment in Thailand. When you first go to Thailand, you can’t help but notice the respect that Thais have for the royal family as pictures of the King are proudly displayed in most homes and establishments. The royal family are an important part of Thai culture and identity. Let’s look at the first issue which relates to the royal family. People were clearly angry with him, so he quickly grabbed his things and left without paying.ġ. The restaurant owner refused to touch his money. Some of the Thai diners got up from their seats and gestured for him to leave. He then started gesticulating to other people within the restaurant and voicing his upset. When he went to pay, he reached into his shoe to retrieve his money.Īs he handed the money over in payment, the restaurant owner, became very angry and started shouting at Victor. Later that day, he visited his first Thai restaurant to try the food. It was uncomfortable but, he thought it was better to be safe than sorry. He thought that a money belt might be too conspicuous, so he decided that the best place to keep his money safe was by placing it inside his shoe, under his foot. As such, he was really concerned about keeping his money safe. Travelling on a budget, he arranged to stay in an area known for pickpocketing. Well, then we’re going to tell you a true story about a young French student called Victor who travelled to Thailand. Have you heard the story about the French student keeping money in his shoe?
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