James Halstead and Marcin Durlak examine the need for high quality legal translation

We’ve heard many stories of mistranslated marketing slogans entering foreign markets. Most notably, California’s milk marketing board’s strapline Got Milk? supposedly became Are you lactating? when advertised in Spanish, and the Come Alive! You’re in the Pepsi generation tagline was allegedly turned into Pepsi brings dead ancestors back from the grave in the English-Chinese translation, leading to a considerable fall in both sales and the popularity of the drink in China.

These kinds of mistakes can cause costly damage to a brand’s reputation – and if not, they’ll usually lead to some kind of public mockery that can be difficult to overcome. In suc...

James Halstead
General Manager
IMD Legal Translation and Interpreting

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