About SanTranslate.com

This author has not yet filled in any details.
So far SanTranslate.com has created 314 blog entries.

U.S. Language and Culture

The United States does not have an official language. However, 81% of the population speaks English as a native language. The variety of English spoken in the U.S. is known as American English. The second most popular language is Spanish.

Since the U.S. is a nation of immigrants, the American culture originated by mixing cultures from across the world. Due to the influence of television, people from other countries may already have an idea of what American culture is like even though they have not been there. Stereotypes are not always true, but there may be some level of reality in a few of them.

For example, American’s tend to be friendly and informal. People will not wait to be introduced before talking to one another. In fact, an American standing in a queue, will often start speaking to a stranger next to them to pass the time. Another stereotype that holds some truth is that “time is money.” Americans can sometimes assign value to how people “save” and “spend” time.

By | June 6th, 2012|Blog|0 Comments

Rebranding: Successes and Failures

Businesses need to consider their branding strategy carefully when they enter any new market. It is important that customer research is completed and linguist professionals are consulted to make sure the product gets off to the right start in the new market.

If you are not convinced, listen to these stories of rebrands that did not go quite to plan:

  • Wyngle is an Austrialian-based retailer that is trying to enter the American market. The name, however, sounds too much like “wangle” which means “to persuade others to comply by manipulating events” to U.S. consumers.
  • Peugot, a French car maker, uses Biao zhi in Chinese, which unfortunately sounds similar to a slang term in southern China which means “prostitute.”
  • The SciFi Channel started to use a new spelling “Syfy.” However, it is a common slang term among younger generations for syphilis.

And two stories of successful rebrands:

  • Coca-Cola changed their name to Kekou Kele for the Chinese market, which means “tasty mouthful.”
  • Reebok uses Rui Bu in China, meaning “quick steps.”

If you need help from a linguist professional to make sure your brand transfers correctly into a new market, ask SanTranslate.

By | June 3rd, 2012|Blog|0 Comments

Make Way for the Queen

The Duchess of Cambridge often sparks a fashion frenzy. Reiss and LK Bennett sales increase substantially when she is photographed in one of their items. However, with the Queen’s Diamond Jubilee quickly approaching, Kate is moving out of the way to make way for her grandmother-in-law.

Topshop, H&M and Vivienne Westwood, to name just a few, have all incorporated a royal theme into their latest designs. Even Marks and Spencer has joined the craze and has created a costume-jewellery replica of the imperial state crown, which will be auctioned for charity. The real crown contains Cullinan II, which is the second largest cut diamond in the world. It’s 317.4 carats!

The personal jewels of the royal family are usually not on display. However, this summer, the centrepiece of the displays at Buckingham Palace will be a collection of the royal family’s personal jewellery. We are sure the industry leaders from the fashion world will be there to incorporate ideas inspired from the collection into their designs.

By | May 27th, 2012|Blog|0 Comments
Load More Posts