Newsletter

Major Mistakes that AI Makes

AI-generated translations are accurate. Except when they’re not. And if you don’t speak the target language, how will you know whether an AI-only translation conveys the correct meaning? Or whether it culturally adapts your text to gain the maximum effect you seek? Normally, you don’t and AI doesn’t. Two recent examples for our clients prove… Continue reading

The Future, Questionable Apparel, Hotel Instructions and Patience – It’s Friday Funnies

June marks the beginning of summer—a season of growth, fresh opportunities, and expanding connections. As organizations launch new initiatives, welcome international visitors, and reach broader markets, clear communication becomes more important than ever. Whether you’re introducing a new product, supporting a global audience, or strengthening relationships with existing customers, your message should resonate naturally in… Continue reading

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