Author Archive
Why Hispanics do not automatically mean Spanish
Stereotypes. Stereotypes are often oversimplified assumptions that one particular individual possesses the characteristics associated with the class due to his or her membership in it. We’ve seen stereotypes being applied to races, genders, religious groups, etc. and unfortunately Hispanics are no exception. One of those characteristics often oversimplified is the assumption that just because someone [...]
Hispanic Buying Power
Businesses often search for the next best investment opportunity. Unfortunately the lack of information, fear of the unknown or lack of resources limits their field of vision, hindering businesses from seeing what’s right in front of them. Hispanic or Latino consumers are no longer under debate on whether it makes sense to target them or [...]
Do not translate, communicate
Very interesting new piece by NPR on how to market to Hispanics. More and more sources of information, including the Census point to the clear trend of the Hispanic population and the Latino Buying Power. Of course the question for businesses and companies is how to become part of that community, how to identify their [...]
The difference between Translation and Localization
We are often asked the question about the difference between what we do and what regular translation companies do. Hence I think it’s worth digging a little deeper into the difference between the terms “Translation” and “Localization”. Translation is the “act of rendering words from one language into another”. Unfortunately, most of the time this [...]
Spanish Website localization done right
With so many examples of translations done wrong or localizations that went bad, finding instances of ones done right is very hard to do. Therefore I was really excited of finding out about Humana and their new Spanish initiative: “Nuestra Salud” (“Our Health”). We often get asked what the right steps should be when having [...]
21 Countries Introduces New Translation Design Service to Help Communication between Hispanics and Businesses
Phoenix, AZ – November 19, 2008 – 21 Countries introduced a specialized Spanish Localization service to help area small businesses reach Hispanic markets by offering services and information in their own language. Whether it is visual information, non-visual messages, digital content or in-print materials, using plain translation services can mean wasted resources and potentially irreversible [...]