Match.com's Theme Lost in Multilanguage Translation
Love is complicated. Match.com is simple." is online dating service match.com's theme. It's broadcast on TV, radio and billboards across the United States. But this nuanced brand message was lost in translation to singles in Europe, Asia and South America.
"We learned that it was not just about taking the copy off our English site and translating it," says Match.com Chief Operating Officer Joe Cohen, who oversees the company's international operations and expansion efforts. He now understands that localizing a website is very different from translating it.
SRF Global Translations specialzes in the multilanguage translation of marketing and advertising materials for multinational companies. "SRF Global Translations absolutely guarantees high-fidelity transfer of meaning between languages we translate, along with localization, nuance, and cultural awareness, says SRF President Sloan Friedman.
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