Willy Brandt, the former West German Chancellor, once famously said: “If I am selling to 
you, I speak your language. If I am buying, dann müssen sie Deutsch sprechen (then you must speak German).”
The quote underscores a point we continue to emphasize more broadly to businesses and organizations today: the most effective way to communicate with clients, consumers and your own employees is in their own language.
Despite the political rhetoric that sometimes surrounds relations between the United States and Mexico, one thing remains certain: interactions between our two countries—economically, culturally and socially—will continue to play significant roles in our mutual growth and success. Our geographic proximity and our shared interests mean we will remain active partners far into the future.
Many of our translation and interpreting clients understand this reality and come to us to strengthen their communication efforts in Spanish. This runs the gamut from entrepreneurs looking to do business in Mexico to companies and non-profits trying to better serve their Mexican customers living in the U.S. But we find a common misconception among many of our clients, and that is: Spanish translation is a one-size-fits-all proposition.
When Alban Michael passed away earlier this year at the ripe young age of 89, the occasion really marked two deaths. You see, Mr. Michael was the last surviving speaker of the Nuchatlaht language once spoken by his Native American ancestors of the Pacific Northwest. His death also marked the quiet end of yet another language that has died out over the millennia of human existence.
If you’re a regular reader of our newsletters and blogs, you know we like to share examples of the unique and rich languages that exist around the world. Many times a word or expression in one language doesn’t translate exactly into another one, but they reflect universal emotions or experiences. Below…
As the world gets smaller and cultures continue to blend, sophisticated business leaders and marketers are refining the way they communicate their messages into foreign languages.
Think about how hard it is to get your message heard above the din of competing brand campaigns in your own language. Trying to do the same thing in another language is even trickier. How do you go about marketing and maintaining your brand image in another country? How do you ensure that the essence of your brand will resonate with customers in foreign markets? Companies spend plenty of time and money trying to figure that out.
That’s where transcreation can help.
Germany is a popular destination for tourists looking for fun and adventure as well as businesses looking to expand their customer base. As the center of Europe from a 
geographic and economic standpoint, Germany has much to offer. But before you don your lederhosen and head off to Oktoberfest or pack your briefcase for a corporate meeting with potential new business partners, it’s good to know some of the German customs and social protocols you’ll encounter.
The United States’ proud identity as the “land of opportunity” has been a clarion call for immigrants since our country’s founding.
While playing a large role in building the nation from “sea to shining sea,” immigrants also helped weave diverse customs into the cultural fabric of America—from food to fashion, from religion to politics, from music to literature, and more. But the most distinguishing trait people brought from their far-flung corners of the globe is…language.
As more businesses and organizations engage in multilingual communications with their customers, it’s important to understand the terminology you will undoubtedly hear when working with your translation service provider. Knowing the exact meaning of the industry jargon will ensure greater success in planning and implementing your foreign language outreach efforts. Here are just a few basics you should know as you get started.
INTERPRETER: This is a professional who transforms VERBAL communication from one
language to another. Interpretation can either be “simultaneous” (in real-time, as it is being spoken) or “consecutive” (after each sentence or group of ideas, the speaker pauses while an interpreter repeats that entire section in the other language). ASIST interpreters can easily handle either format. We routinely provide on-site interpretation for business and trade meetings, conferences, medical facilities, legal proceedings, etc., as well as 24-hour telephone or remote video interpreting services.
Much has changed in the insurance business since 1752 when Benjamin Franklin helped launch the Philadelphia Contributionship for the Insurance of Houses from Loss by Fire, the first property insurance company in America.
One of the changes from those early colonial days is the number of languages spoken by insurance customers. Today our country is more of a “melting pot” than ever, so successful insurance providers, carriers and agents must cater to clients of many different nationalities, languages, cultures and financial needs. Even Franklin must have appreciated the important role of translation in the insurance industry — afterall, he taught himself to speak five different languages.
Don’t let a simple act like exchanging business cards ruin a chance at establishing a lasting international relationship. Getting off on the right foot is critical, so be sure to know the appropriate cultural customs and sensitivities before you meet your foreign clients and
partners. Here are some tips on international business card etiquette to help get you started:
• For business meetings in non-English speaking countries, it’s important to have a two-sided version of your business card printed—English on one side, local language on the other. This makes an immediate statement about your awareness of global culture. Hand over your card with the local language side up and facing the other person. However, be sure to obtain a professional translation of your information first!