Entries by Richard Brooks

Why Transcreation is Important for International Businesses

Want to optimize your marketing and advertising to reach a global audience? Sometimes, translation just isn’t enough. Transcreation is the process of recreating content for a new target audience, changing elements of the material and messaging as needed to keep the same overall emotional impact. (Want to learn more? See What is Transcreation?) But why is […]

Culture Guide for UAE

The United Arab Emirates (UAE) in Western Asia is made up of a federation of seven emirates: Abu Dhabi, Ajman, Dubai, Fujairah, Ras al-Khaimah, Sharjah and Umm al-Quwain. Abu Dhabi serves as the capital, with each emirate ruled by its own monarch. The UAE offers a fascinating business environment. Of its 9.2 million residents, just […]

Localizing Luxury Brands

China is now the world’s second largest consumer of luxury goods (USA is first, Japan is 3rd). As the world economy grows the centre of gravity of the global middle class shifts eastwards, with this shift your customers are changing, managing a luxury brand is not what it used to be. The key to marketing […]

When Translated Tattoos go Wrong

Everyone has tattoos now-a-days, particularly the hipsters. Even our Prime Minister, David Cameron’s wife has one, and it seems their popularity is continuing to grow. I saw a survey a while back that said that 20 percent of all British adults now have at least one tattoo, with the over 60s being the smallest group […]

The Different Types of English

Who invented the English language? This is a question that is just as complicated and diverse as the language itself. In truth, English can be considered one of the few “melting pot” languages of the world. With far-ranging roots including (but not limited to) Germanic, Dutch, Latin, Old Norman, French and even ancient Greek. It […]

Documentaries About Language

We’re so lucky that language is at the centre of everything we do at work. Let’s take a moment to stop the clock to appreciate how beautiful it is and maybe even look back at what inspired us at an early age to take a career in the language industry. To help here are my favourite […]

What is Legal Translation?

The term legal translation refers to the translation of any text used within the legal system. As documents used for legal purposes are generally required to be submitted in the official language of a relevant jurisdiction the term can encompass a wide variety of texts including, but not limited to, witness statements, legal rulings and […]