“The message is clear,” concludes an article about Audi on Global Watchtower. “Language services are a critical part of any company’s growth strategy. And when times are bad, the companies that have laid the linguistic foundation are the ones that benefit from the international diversification that enables them to survive—or in Audi’s case, to drive—through some of the toughest economic storms.”
Of the six billion people around the world, at least 70% won’t understand a single word of English. Of the 30% who remain, they may not speak English well, and may not grasp the full meaning of marketing or ad copy. Audi has achieved impressive revenue milestones, despite the recession, not only because it has focused on emerging markets, but also because Audi knows that the best way to target these markets is in that demographic’s language. Research repeatedly shows that customers are more likely to buy if information is provided to them in their preferred languages, and Audi has added new languages to its global website in the last two years.

At Story, we can help brands fulfill their global potential by providing not only first class translation services, but by offering full localization packages that embrace local language, culture and brand. Localization is about much more than just changing the language (if indeed the language needs changing; it could be that we look at tailoring content instead), and our global network of language consultants (‘localizers’) provides up-to-the-minute local market insights, as well as translation, subbing and proofreading skills.

The Story localization team makes sure that any brand idea, product or service resonates fully in all markets, and in all media. Our localizers transfer brand philosophy and tone of voice into marketing communications language—in any language. The result is truly global communication brought to life for each and every audience. We’re not only offering our clients a multilingual windshield against the recession, as Global Watchtower puts it, but a long-term investment and return on assets.

Go to Story’s website for more information on its localisation services and a downloadable pdf.

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