The key to effective communication is to have a winning argument and bring the message home.
Against a global backdrop, more often than not, this means that English is the carrier language. But speaking English, even as a mother tongue, is not enough. If the language does not fit the corporate image, the message will be lost. And your market alongside.
In today’s economy, translation is a crucial tool which, if it no longer needs to be justified, still clearly needs to be explained. To be pertinent and poignant, a text must be beyond any suspicion of "having been translated". The only benchmark for your audience is the text currently being read or listened to. It must be clear, attractive and strike a cultural chord. Like your activities, the translator’s style must be tailored to the target market and business environment, simply because an American does not have the same approach as a Frenchman. If the message is not made-to-measure, the suit will fit where it touches.
Translation may rhyme with improvisation, but it is a rhyme without reason. For the professional translator, there is no room for approximation. His charter must always embody :