Bloopers, Branding and Mis-Translations

Branding and Naming: Critical Mistakes

Avoid Naming "Moo"stakes Your Brand is Worth the Small Investment Expanding firms at some point launch a product, service or their own company name in another country. And that process can cause huge gaffes if those names or logos are not screened properly in key target cultures. What sounds or looks fine in one country… Continue reading

Bloopers #1

NEW! Auerbach International is pleased to introduce a new series, Bi-weekly Bloopers, to brighten up your day. These are humorous mistranslations into English done by amateurs or software instead of professional linguists. Miscommunication can make your entire global venture fail. Your whole investment and reputation are at stake. Why would you risk it? Post Bloopers… Continue reading

Need a Laugh?: Acculturations and Mistranslations

Need a Laugh? Acculturations and Mistranslations A Paris boutique sign announced, “Dresses for Street Walking.” This small example of a translation into English illustrates three points: The importance of professional human editing (QA review) by qualified and trained linguists to ensure accuracy. Reliance on amateurs, non-professionals, or machine translation (software) can render unprofessional and comical… Continue reading