Millions of dollars?
Your reputation?
Your business?
A life?
In the world of multilingual and multicultural communication, a single word can make the difference between success and failure, profit and loss, and life or death. Hard to believe?
Consider Nike brand. 1.2 Million sneakers included a logo with the word “Air” written in a stylized font that resembled the Arabic script for “Allah.” Many Muslims found this offensive. A boycott threatened by the world’s 1 billion Muslims, Nike recalled nearly 38,000 pairs, and took back unsold pairs from retailers. From this one word, Nike lost millions of dollars, damaged its reputation with Muslims around the world, and lost business.
Now consider the word “epilepsy.” In Western culture, epilepsy is a medical condition. In Hmong culture, epileptics are considered blessed, often becoming spiritual leaders. This radical difference in perception of epilepsy put a 4-year-old girl in a vegetative state for 26 years. Cultural misunderstanding resulted in the loss of life. And one can only imagine the astronomical financial consequences, from 24/7/365 medical care to lawsuits.
These are just two examples out of many.
Language allows humanity to create understanding through communication. When language and culture differ, when your brand miles away from home needs to be understood, Vocalink Global supports you. You provide the message, we make sure you’re heard and understood.
