Transcreation, adding values and emotions into translations

Being an international communication manager really is complex and challenging. Your colleagues and partners must work together fluently, sharing one vision, common ideas, goals, tools, and content. They all must stay on the same wavelength, and create one coherent brand experience. But each participant has to play a tune that is at the same time in synchronicity with the local audience. You need insights in local market values, know the market’s do’s and don’ts, to hit the right notes at the right time. Otherwise, you risk to throw away your communication budget or even damage your credibility and reputation.

Translations without flair for meaning and culture and lacking an eye for detail loose punch; you end up with a scrabbled result.

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You really should never underrate the importance of professional translations.
They allow the consumers to feel positive and respected by your brand. They understand what it is you want to tell them. But in many situations, it simply is not enough to have content that just ‘only’ translates what you have to say.

The beauty of languages is linked to the experiences of people, their culture, heritage, shared values, pride and sense of belonging. Some words and expressions are obvious in a country or region, but simply cannot be translated in another language without loosing part of the meaning. The nice clip of babbel.com gives some fun examples of this universal truth.

To ring true, intelligent localization is often required.
This means it is not only about making sense, it is also about sharing sensibility. Adding stories and testimonies involving real people helps. But even this can feel as an ‘add-on’, a half baked attempt to sell cookies your customers do not really trust or like.

So you might need to take it to the next level: transcreation.
This term started popping up a few years ago and touches the nerve of the question. Besides linguistics and cultural fine-tuning, you add a creative layer. The objective is to make the brand resonate in the market, as a real and likeable cultural identity. Transcreation is about making content really consistent with the culture and the emotions of the audience, and making the brand locally into a success, an adopted taste.

A simple solution for a global brand is to associate with a worldwide sport like football or a singer like Rihanna. But does that really move people? It definitely is not enough if you have to share complex messages in multiple markets.

Making your message locally correct is already half the story. Bringing home the message and make people adopt your idea is the real challenge.

Maybe transcreation is the marketing boost you need!

Want to learn more? Here’s the video on transcreation of GALA, the Globalization and Localization Association.

Communicatie: loop, spring, durf

Taal vraagt om gedachtensprongen. En durf.

Taal lijkt eenvoudig, maar is een ware kunst.
Om fris en gericht je ideeën te delen, moet je weten waar je naartoe gaat, èn je gedachte de vrije loop laten. Soms moet je recht op je doel afgaan. Maar om hindernissen te nemen moet je verder denken. Taal is meer dan woorden, het is zelfbeheersing, creativiteit en durf. Buiten vaste patronen denken, nieuwe verbindingen leggen en zonder aarzelen onverwachte sprongen uitvoeren. Zo kan je je punt maken, zelfs al wachten vastberaden tegenstrevers je op om je te stoppen.  Van “first base” naar het tweede en derde honk, en met een tijgersprong veilig thuiskomen (de scheidsrechter spreidt de armen wijd en geeft aan dat je ‘safe’ bent: je hebt je punt gemaakt!).

Lanceurs de relève

Vous cherchez un collaborateur freelance, aussi bien à l’aise devant un conseil d’ administration que sur le terrain ? Depuis 20 ans nous sommes “lanceur de relève”.

Nous avons déjà mis en jeu notre expérience et notre force d’expertise  dans divers domaines. Notre gamme de références s’étend des médias aux banques et assureurs, à l’ industrie, à l’ IT, à la logistique et au retail. Nous avons également de l’expérience en RH et avec des ONG.

Si vos projets demandent un rédacteur/copy writer, traducteur, project manager, conseiller en communication ou event manager, nous sommes à votre service.

Cela vous convient ?

Parlons-en.

Think outside the box

Be creative! Change is the way forward. We need good ideas, like we need air and water. And it is not difficult, if you open your mind for it. Ideas are  everywhere. Just for the taking. Creativity isn’t just for writers. Thinking outside of the box is essential for every modern professional, whether you build cars, computers, or brand reputations. Without creativity, there would be no innovation, no social change, no entrepreneurial spirit driving our economy.  Developing your capacity for creativity is one of the most rewarding forms of professional growth. Master the art of innovative thinking, and you can secure your future (and of course, the future of your company).

Liked the tips I found on ‘blue glass’. Yet another list of creative tips. As long as it gets you going.

For me the most important one is simply: just DO it, think outside the box: it’s a willingness more than a talent.

De woorden die je zegt, tonen wie je bent

De woorden die je zegt, tonen echt wie je bent. Kijk maar naar Steve Jobs van Apple. Hij  is een mensen-mens. Hij spreekt over dromen, dingen waarmaken, waarde, mensen. Kit Eaton van Fast Company plaatste alle gebruikte woorden van een interview van Jobs in een woordenwolk. Prachtig om te zien wat er leeft in de geest van zo’n man. Waar het hart van vol, is loopt de mond van over. Jobs spreekt niet over IT. Of over wat ze gemaakt hebben. Wel over mensen. Over denken, willen, waar ze naartoe gaan.

Uitstekende filosofie. Grote leiders die tot actie inspireren vertellen waarin ze geloven. Niet welke diensten of producten ze aanbieden of hoe ze dat doen. Apple is een succes omdat ze goede producten maken. Maar nog meer omdat ze een identiteit uitstralen en uitnodigen er deel van uit te maken. Simon Sinek op Ted.com legt uit hoe grote leiders tot actie inspireren. Mensen kopen niet wat je doet maar waarom je het doet.

6 ways Media relations will change in the web 3.0 world

Media relations and PR are being drawn into the web 3.0 world.

Link to video Web 3.0.

Matthew Gain posted how this will change media relations on http://socialmediatoday.com

  • The old way of doing business where managers look after the media in a given market will become redundant. How people make decisions or are impacted by influence will become more personalised than ever. The information people receive will be more about their past interactions, others they engage with online and the products they purchase and less about where they live.
  • The prioritisation of media will become more difficult than ever. In a world where information will be delivered in a niche manner on demand, the old PR economies of reach and influence matter considerably less.
  • PR and customer service will move closer together. As the importance of mass media declines and the importance of the individual rises, the separation between journalist and everyday individual will become pointless.
  • Everybody will become a company spokesperson. Building on the point above it will be impossible for traditional spokespeople to devote time to the growing number of on the record statements required. Rather corporate affairs and PR departments will need to train the entire organisation for influencer engagements.
  • The tools for monitoring sentiment will be dizzyingly complicated. Monitoring your PR reputation simply by looking at the major news outlets  will seem archaic (if it isn’t already). Instead, PR departments will employ specially trained analysers to make sense of the wealth of data required to understand the public sentiment towards an organisation.
  • PR will be even more important to an organisation. When everybody’s opinion matters, PR will be a paramount consideration in every decision a business makes.

Communications is a dynamic exercise


Communications is a dynamic exercise, it’s being alive and sharing interesting ideas and feelings with others.
It’s fun to discover the multitude of possibilities, to select the best-suited one, and then make it resound across the land in rich tones and color.