Why Transcreation Is Vital To Use In Your Global Marketing Campaign

Posted by Dynamic Language March 22, 2019

 

The concept of translation is as old as language itself. Translation allows communication between countries, cultures - and even time periods. For instructions, descriptions, user manuals and basic text - direct translations can work very well.

However, when it comes to marketing - it's not always that simple.

 "Advertising is based on one thing. Happiness." - Don Draper, Mad Men. Marketing is a form of communication that relies almost entirely on emotion. Whether it's joy, surprise, envy, or even anger - marketing works best when it makes us feel something, but often when words are translated - their feeling is completely lost.

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Topics: Transcreation, Marketing, International Markets, Global Market

A Comparative Look at US vs UK English

Posted by Dynamic Language September 26, 2018

As with foreign language translation, companies and tourists alike should be familiar with the differentiation of meanings behind the English language in US vs UK English.  Companies located in the United States that provide services and products in the UK and vice-versa will need to ensure the proper usage of words as to represent any branding in an appropriately perceived manner.

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Topics: Transcreation, Translation, culture

Marketing to Vietnamese Americans

Posted by Dynamic Language May 03, 2018

PHOTO:  The New Jersey Vietnamese American Community Association

Reaching Vietnamese Americans requires a unique marketing strategy that involves understanding this audience’s history and interest in continuing to speak Vietnamese. Transcreation, which includes translating the message of an ad campaign, can help you identify images, phrases, and experiences that resonate with Vietnamese American audiences.

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Topics: Transcreation, Marketing, Retail Industry, cultural consulting

Why Transcreation Should Matter to You

Posted by Dynamic Language December 08, 2017

Language isn't the only barrier to communication between cultures -- how people perceive words and images can obscure the message. A deep understanding of the nuances of the target culture is needed to successfully transmit ideas across borders.

Carrying a concept from one language to another in a way that retains the original message requires more than fluency in the language. Translating with the intention of maintaining cultural relevance calls for a more strategic and creative solution, specifically: transcreation.

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Topics: Transcreation, Localization, Translation, Advertising, Marketing

Is Your Video Game Ready for Market Expansion?

Posted by Dynamic Language October 19, 2017

Gaming is a pastime that is almost entirely free of demographic boundaries. While certain groups are more likely to show interest in specific genres or formats, in general, gaming is popular across race, gender, age and nationality. Recent projections indicate that a total of 2.2 billion gamers around the world will generate $108.9 billion in game revenues in 2017. That is a 7.8 increase over 2016. Digital gaming makes up the lion’s share of sales, accounting for 87 percent of the global market, and mobile technology is growing fastest, representing 42 percent of video game sales.

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Topics: Transcreation, Localization, Software Localization

Benefits of a Terminology Glossary and Style Guide

Posted by Dynamic Language July 07, 2017

A translation style guide is a set of rules for how your company presents itself textually and visually. Think of it as a guidebook for your language service provider (LSP) that includes rules for voice, writing style, sentence structure, and terminology.

A terminology glossary contains the building blocks for your website content. It’s a database containing key terminology used by your company and customers and their approved translations in all target languages.

 

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Topics: Transcreation, Localization, Translation, Marketing

Localizing Marketing Content for Latino Customers

Posted by Dynamic Language July 03, 2017

When you are serving Mexican-American customers, localized content and transcreation can help you better understand your audience. Localizing marketing content for Latino customers involves translating content about a product and culturally adapting the product for the Latino culture. It's important that the message maintains its intent, style, tone, and context to resonate with the target audience. Both images and text can be transcreated to resonate with your Latino customers emotionally.

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Topics: Transcreation, Localization, Marketing

Adventures in Transcreation

Posted by Dynamic Language April 03, 2017

How do you translate an idea? Global marketing often has to be customized to elicit the same emotional response in a different culture. That can mean straying from the original source to get the message across, and it requires deep familiarity with culture, as well as its language.  

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Topics: Transcreation, Localization, Marketing, Retail, business

Universities that are Marketing Internationally

Posted by Dynamic Language March 06, 2017

The United States is a global leader in education, as evidenced by the steady increase in international applications to American colleges and universities. Research from the Institute of International Education shows a 10 percent increase of international students studying in the U.S. during the 2014/2015 school year for a total of nearly 1 million scholars. Chinese students make up the largest group of international students, though there is a growing number coming from India.

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Topics: Transcreation, Localization, Marketing, Education Industry, education

Global SEO Words that Convert in Other Languages

Posted by Dynamic Language February 16, 2017

Can you say Google in Chinese? Do you know which social network dwarfs Facebook in Japan? Climbing the search engine rankings can seem a big enough challenge in English, without considering other languages. But optimizing your site for a multilingual audience can reap big rewards, by taking advantage of growing, relatively untapped markets.

Internet use is increasing rapidly - mainly among non-English speakers. Fewer than 27 percent of web users speak English, according to Internet World Stats, and more than half of Google searches are in other languages. The number of Arabic users grew a huge 2501.2 percent between 2000 and 2011, compared to just 301.4 percent for English use. And research shows consumers are reluctant to buy goods online if they can’t read about them in their native language.

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Topics: Website Localization, Transcreation, Localization, Marketing, Globalization

What is Transcreation and Why Marketers Need It

Posted by Dynamic Language January 26, 2017

In a world that is becoming more global everyday, especially for business, the ability to communicate has become stronger than ever. For a business to compete and stay relevant, they have to become effectively multicultural in their marketing. This means having a website and marketing materials that are available in two or more languages. A simple translation may seem like enough, but it often falls short. That's where transcreation has become the hot trend of the marketing world when it comes to global marketing. What is transcreation? Transcreation will address the nuances of language or the eccentricities of culture that can make a pitch to potential clients or your marketing audience work. Messaging and images are all evaluated by a native linguist with a subject matter expertise in marketing.

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Topics: Transcreation, Marketing, Technology, Retail

5 Companies that Mastered Transcreation

Posted by Dynamic Language January 17, 2017

Emerging markets are an attractive prize for companies in every industry, no matter which country they call home. However, engaging international consumers isn’t always easy. Some businesses seem to catch on quickly, while others never make inroads. The difference lies in transcreation of marketing methods.

Transcreation goes far beyond simply translating existing marketing materials into the local language. Transcreation involves creating appropriate marketing for the target audience, taking cultural details and local customs into consideration. Below, are five companies that mastered transcreation, and as a result, they enjoy strong sales in countries around the globe. Here are five companies that mastered transcreation:

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Topics: Transcreation, Marketing

Toyota Transcreates Stickers for Worldwide Brand Ambassadors

Posted by Dynamic Language January 16, 2017

Global business trends increasingly need language services to help them improve how they communicate. More than just a direct translation, however, global businesses need language services that understand the social significance of words, phrases and sentences in a culture. In other words, they need to be aware of a culture's perception of the ideas behind words.

One example of a company in the automobile retail industry that has successfully created new international business opportunities as a direct result of localizing content is Toyota.
 

Their business motto is "think global, act local," and they have become a paradigm company with respect to generating success using an understanding of target market cultures. For instance, understanding the culture of a market allows Toyota to satisfy its customers and, in turn, allow them to ask satisfied customers to promote and advocate their products.

It is Toyota's unique promotion and advocacy approach that allows the company to increase awareness, interest, desire and action. But, without an understanding of the cultural nuances of the languages in target markets, even satisfied customers would refrain from promoting the Toyota brand.
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Topics: Transcreation, Localization, Marketing, business

Translation Vs. Localization Vs. Transcreation

Posted by Dynamic Language January 05, 2017

We want to ensure that your translation project is all that you hoped for. Dynamic Language offers three distinct translation services; translation, localization and  transcreation.  Here is a breakdown of each so you can make informed decisions on what type of translation service will best suit the needs of your project.

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Topics: Transcreation, Localization, Language, Marketing

How Game of Thrones Translates Script for World Wide Audience

Posted by Dynamic Language August 17, 2016

When you tune in to Game of Thrones every week, your mind may not immediately turn to translation and localization. Game of Thrones translation references are pretty remarkable and much of the power dynamic in the plot has to do with knowledge of foreign languages and cultures. Game of Thrones translates the script in order to capture the context and meaning in an effort to resonate with a world wide audience.

Game of Thrones die-hard fans are from all over the world.  There are an estimated 5.5 million fans and New York Magazine’s Vulture.com declared GOT as having a larger following then Star Trek, Star Wars and Twilight. Only a third of its 5.5 million fans are located within the United States.

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Topics: Transcreation, Localization, Language, Translation, business, entertainment

Translation Terminology 101

Posted by Dynamic Language February 09, 2016

 

An infographic overview of some of the concepts, processes and terminology used in the language and translation services industry.

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Topics: Interpretation, Transcreation, Localization, Translation, Infographic

Diplomacy Lost in Translation

Posted by Dynamic Language August 21, 2015

Professional translation and interpretation require a lot of skill; just check out our other blog posts on interpretation and translation certification training. In the realm of diplomacy, it is even more critical that statesmen's messages get across clearly. Below are a few comical examples of when diplomats' messages got lost in translation:

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Topics: Transcreation, Localization, Translation, Travel, Communication

Why You Need a Language Services Company: Translations Gone Wrong

Posted by Dynamic Language April 24, 2015

The idea is an exciting one to think about: you are translating your brand's marketing materials into a new language so that you can reach an entirely new set of customers in a different part of the world.

Although your mind might be on the tremendous growth that could result from this expansion, you also need to remember there are several key steps that must be addressed for successful translation:
• You need to understand any informal slang or colloquialisms that might relate to your company and its products or services
• You must ensure that you have local help in the new market
• You must think about the political implications of your marketing efforts


These might seem like common sense requirements to some, but you would be surprised how many companies, even major brands, have flubbed these steps.

What happens if you make a mistake involving one of these concepts? Unfortunately, we don't need to imagine the consequences: there are plenty of real life examples of embarrassing, offensive international marketing failures that wise marketers can learn from.

Translations Gone Wrong: How NOT to Localize Your Brand

Many companies have experienced challenges localizing their marketing materials, but few have failed as spectacularly as these major brands. The missteps of these companies should provide some understanding of why your business needs professional translation help.

Coors: Turn it Loose!

In the 1980s, the Coors beer company was promoting an advertising campaign centered on a “Beerwolf” character. The slogan that went along with the Beerwolf character was "Turn it Loose!" Unfortunately, someone at Coors didn't do their homework on proper translations: in Spanish, the ad campaign was perceived as "suffer from diarrhea." Not the most appealing way to promote a refreshing beverage.

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Topics: Transcreation, Translation, Advertising, Marketing, International Markets

6 Marketing Tips for International Branding

Posted by Dynamic Language April 07, 2015

Going international is a significant undertaking for any brand. While the rewards can be plentiful, there are also a lot of challenges involved when a business has a global market reach. One significant challenge to international branding is developing the collateral that is required to communicate with customers and prospects, to let them know about your organization and what it provides.

There are plenty of things to think about when it comes to creating collateral for international brands. Here are six of the top obstacles to this process.

Deciding between transcreation and translation

While translation is typically a more basic, literal method of converting content into a new language, transcreation refers to the process of re-creating the message of that collateral in a new language.

One great example of transcreation can be found in McDonald's popular advertising slogan from the early 2000s, "I'm loving it." The fast food conglomerate knew that they needed to ensure that the sentiment of this phrase stayed consistent around the world, so they decided to transcreate it in each international market that they wanted to enter. In Spain, for example, the slogan was translated as me encanta. While this Spanish phrase is actually closer to "I really like it," in English, McDonald's determined that this new phrase was more culturally relevant in Spanish.

Deciding between these two tactics can be difficult; transcreation usually results in a more accurate message for collateral pieces, but translation requires fewer resources.
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Topics: Transcreation, Language, Translation, Advertising, Marketing

What is Transcreation?

Posted by Dynamic Language March 05, 2015

Localization and transcreation are two “buzz words” in the language industry, and both services serve an important role for companies who want to communicate with customers in new regions across the globe. Depending on your needs, your marketing content may benefit from one technique more than the other, so let’s take a look at the differences between these two processes.


You’re likely already familiar with localization, which is defined as adapting an existing piece of content to make it understandable in a specific language and culture. Transcreation, on the other hand, is the process by which a product or advertising message is completely adapted for the target market, while still retaining the original intent. This requires a particularly creative approach, in order to truly resonate with international consumers.

In an earlier blog post, we shared a clever example of transcreation that highlighted Swedish car manufacturer Saab’s approach to advertising its line of convertibles back in the 1990s. The ad in the U.S. posed the comparison: “Saab vs. Oxygen bars,” since these trendy bars were popular in America at the time. When Saab “transcreated” the advertisement for potential customers in their home country of Sweden, the ad instead read: “Saab vs. Claustrophobia.” Despite that claustrophobia and oxygen bars conjure different images, you can see how the message is the same in each case: Saab convertibles offer fresh air and wide, open spaces. With transcreation, the literal meaning was changed for different markets, but the same messaging goal was achieved. Transcreation is particularly useful in addressing marketing challenges like these, with cultural-specific references or wordplay that are too difficult to translate directly into different languages.

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Topics: Transcreation, Localization, Language, Translation, Advertising, Marketing, Communication

3 Ways a Translation Agency Can Improve Your Global Marketing Efforts

Posted by Dynamic Language October 02, 2014

We live in a multilingual world. It is now common for many sales transactions to occur across international borders. Considering the potential revenue to be had from reaching consumers in new global markets, it is vital that you are translating marketing content by a professional translation and localization company. By doing so, you will ensure that your marketing connects with the audience as intended, avoiding any cultural faux-pas.

Here are our top 3 ways a translation agency can improve your marketing efforts with global marketing:

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Topics: Transcreation, Localization, Translation, Marketing, Globalization

Transcreation: Bringing Ad Content to Life

Posted by Josh Kroman June 06, 2013

Generating ad content that resonates with your target audience can be a daunting task in your own language. When adapting it to another language, the process becomes even more challenging due to colloquialisms, puns, cultural differences, etc.

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Topics: Transcreation, Translation, Marketing