Losing it in translation

For the past couple of months I’ve been working with a multinational insurance company on their internal corporate responsibility (CR) messaging. Headquartered in Paris and doing business in roughly 19 languages, the company’s central comms teams is not only brave but incredibly patient.

I had the fun job of talking by phone to CR managers in many of the locations (thankfully in English) to test potential messages. Although I’m definitely not a linguist, I thought I’d done a fair bit of ‘cultural appreciation and translation’ over the years, however this comms exercise made me appreciate even more the importance of communicating essence not just words. The call for native speaking copy-writers rang loud and clear every time. Otherwise there’s a real risk of ‘losing it’ in translation, in both the ‘failing to retain the meaning’ and ‘breakdown in mirth’ senses of the word.

In my travels near and far I like looking out for signs, especially those with a clever play on words or just amusing errors in translation. I set up a Flickr group last year to store the signs I found.

Here are a few of my favourites:

A typo or a genuine error? Use one sheep at a time – the guidance for taking a towel to dry your hands in Argentina.

A clever play on words: Don’t take A Fence – displayed in a pub competition “The Turnip Prize” in Devon.

An unfortunate brand name: The Malaysian Fatman cushion. It reminds me of the Women’s Institute in a village near where I grew up called Ugley. Unfortunately I don’t have a picture.

And finally one from Southern Africa where I’m going tonight. I’m hoping it will be what it says on the box: Very Nice!

Living up to it

Ah, the brand promise. And living up to it.

I just saw this sign outside a pub in town claiming to be the friendliest bar in London.

Quite a statement but at least they invite you to tell them if you think otherwise. It might tempt me in just to see. Although, their sign isn’t exactly advertising to the masses being hidden away on a back street.

I’d also want to go in and tell them that no, in fact, it’s not that cool to have air conditioning if you care about climate change.

A little further down the street I saw a sign for Prestige Dry Cleaners. Another big statement of a brand name. But to me seemingly at odds with their branding with makes me think party planner not the place to take a beautiful but trashed dress post party.

Perhaps I will try them next time I’ve got some dry cleaning to see if they live up to their prestigious promise. The service offered on their website certainly sounds impressive. Shame about the inconsistent branding. Maybe I saw the old version (the writing on the wall).

When you’re in the business of creating brands for other people (logos, straplines, tone of voice, strategies for use), it’s relatively easy to come up with the goods. But once the commission is complete you usually have no control over whether the company/ organisation/ charity/ initiative is actually living up to that brand promise.

When there are over 2 million bloggers out there, whom people are taking at their word for trusted recommendations and brands to avoid, if you’re not living up to your word then you’ll lose out. And that recognisable, unique brand you spent money on will become one to pass by.

If you’ve got it…

Lovely bit of pavement marketing just seen on Southwark Street.

Makes me think the answer to my quest for a ‘one a day’ challenge a la Alastair Humphries’ a-photo-a-day, should be to capture a new sign every day. Watch this space for a Flickr page of sign pics.

In the meantime, check this snap of a delightfully-sounding street name in York – Whip Ma Whop Ma Gate – courtesy of my friend Bev. Gotta be said with a Yorkshire accent!