Bloopers, Branding and Mis-Translations

Hungry Guards, Angry Horns, Confused and Illiterate and Safety Holes – it’s Friday Funnies

Here we are in mid-May. We've already celebrated Cinco de Mayo and Mother's Day, and still have Memorial Day ahead of us. May is the gateway month with Memorial Day weekend signaling the beginning of summer. But the official start of summer actually occurs on the summer solstice in the Northern Hemisphere. This year, June… Continue reading

A Blushing Lobby, A Lobster Plane, Avoid the Manager, Ass-pirational Travel – Friday Funnies is Here

April returns spring to us. The name April likely originated from the Latin word "Aprilis". The reason the Romans choose "Aprilis" could be associated with the Latin word "aperire", which means "to open" (symbolizing the budding of flowers in spring.) Or it may have originated from the Etruscan form of the Greek goddess Aphrodite, named… Continue reading

Dentists, Jelly Beans, and Saws: Don’t let this happen to you

Since these disconnects can happen to you, advanced warning can help prevent them: Potential Liability and Brand Confusion Problem: Over many of our 34 years, we have provided translations into many EU languages for Dentsply, the world’s largest dental supply firm. Whatever implements go into your mouth or occupy dentists’ exam rooms likely come from Dentsply’s… Continue reading

Dental Clergy, Tough Tailors, Destination Unknown and Birthday Suits – it’s Friday Funnies

March has come in like a Lion. Storms of rain and snow have covered most of the country, disrupting transportation from coast to coast. Many of us are spending our time indoors, contemplating all the upcoming important days to celebrate this month. For example: With such exciting celebrations ahead, there's never a dull moment. And… Continue reading

Bloopers #5

If you are new to Auerbach International, we provide business-expansion tips about language or global marketing issues once or twice a month. And when we don’t examine issues in-depth, we are pleased to brighten your day with humorous Bloopers from other languages or countries such as the one above. Even other English-speaking countries are not… Continue reading

Bloopers #3

This is another example of how wrong wording can damage your brand… and why only professional linguists -- not amateurs or students -- are essential to convey your message, especially for business. Reminder: Our new mobile app carries special offers. Please download it at the Apple app store or on the Google play store. Simply… Continue reading

Bloopers #2

Useful TipWhen you are launching a new product, new service or new company, it takes just a small investment in time and money to ensure that the name works overseas. Even if you are not planning to go global now, you probably will later. And why risk your entire investment? If your name sounds like… Continue reading

What Not to Do in Global Business

What Not to Do in Global Business Major Brands' Mistakes Cost Them Dearly Abroad “Cultural cruise control” remains a prickly pest in global commerce. What is “cultural cruise control”? Simply put, it’s not modifying your company or individual behaviors for different cultures. Although translation of a company’s brochures, manuals, contracts and websites is an essential… Continue reading

Bloopers #9

Many decades ago, a lady approached Pablo Picasso in a Paris park and asked him to do her portrait. He agreed, quickly drew her likeness, and requested $800. “How can you charge so much?,” she protested. “It took you only five minutes.” “Yes,” Picasso replied. “But it also took 25 years of practice.” Most people… Continue reading