Newsletter

China business – Do’s, Don’ts and Tips

With this month’s summit in Beijing between the Chinese and US presidents, many companies may want to export to China. ABOUT TRANSLATION (written communication) Chinese characters are not phonetic as letters are in alphabetic languages – except for English whose spelling often defies logic (“through” vs. “tough”). Characters can be pronounced in hundreds of ways… Continue reading

Why assumptions can backfire and Why you rarely hear “No” abroad

Communication between individuals or countries is far more than just words. It can involve gestures, periods of silence, distance between the speaker and listener, direct or avoided eye contact, bowing or hand shaking, gift giving, whether to touch a person of the opposite sex, and assumptions. What works in one culture can be offensive in… Continue reading

Strange sauce, strange children, strange diners and strange activities … it’s Friday Funnies

April brings a renewed sense of possibility—a time to reenergize your messaging and connect with audiences in meaningful ways. As ideas take shape and initiatives move forward, clear and compelling communication becomes more important than ever. Whether you’re unveiling something new or strengthening existing relationships, the way your message is delivered can make all the… Continue reading

Laundry instructions, driving restrictions and tasks for eternity – it’s Friday Funnies

March is a season of momentum—when fresh ideas take root and the right words inspire action. Whether it’s a compelling campaign launch, a meaningful announcement, or a message that motivates your audience, how you communicate can create lasting impact. At Auerbach International, we thoughtfully translate your communications to resonate across cultures. The result? Messaging that… Continue reading

The Ghost in the Code: Why Software Localization is the Secret to Global UX

The high-stakes world of global software deployment often feels like a digital seance where developers attempt to summon a seamless user experience across borders, only to find themselves haunted by the very code they thought was perfected. For over thirty-five years, our team has observed a recurring tragedy in the tech sector: a brilliant application,… Continue reading

Breaking the Fourth Wall: Why Your Brand Needs a Voice, Not Just a Script

In the theater, "breaking the fourth wall" happens when an actor stops pretending the audience doesn't exist and speaks directly to them. It is jarring, it is intimate, and it is incredibly effective. In the world of global marketing, brands often spend millions of dollars building a massive, beautiful wall between themselves and their customers… Continue reading

The cow went into the swamp. And why targeting matters.

Every culture has concepts that other cultures simply do not understand. ‘The cow went into the swamp” (“A vaca foi para o brejo”) is a Brazilian Portuguese expression that means a situation has gone very wrong and is almost impossible to fix. When you put that expression into ChatGPT or Google, you will get the literal… Continue reading

Hybrid Event Horror Stories: How to Avoid a Si- multaneous Interpretation Disaster

The professional landscape of 2026 has officially blurred the lines between the physical and the digi- tal. We find ourselves in an era where a keynote speaker might be standing in a high-tech studio in San Francisco while their audience is scattered across six continents, sipping coffee at dawn in Singapore or finishing dinner in… Continue reading

Used Hot Dogs, Teetotaling, Lunch Specials and Tricky Taxes – it’s Friday Funnies

February is the season of connection—when the right words matter most. Whether it’s a heartfelt message, a bold campaign launch, or a global announcement, what you say (and how you say it) can spark lasting impact. At Auerbach International, we carefully translate your communications to resonate worldwide. The result? Messaging your audiences will truly… Continue reading