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.

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.

Europe’s language business

From www.guardian.co.uk:

In our January 2010 diary we report on the European Commission’s revelation that language related services amount to one of the biggest earning sectors in the region, but more needs to be done to raise awareness of these skills and resources.

Business generated by Europe’s translation providers and other language teaching services is estimated to have been worth $12bn in 2008, according to research published by the EU last month.

The report, commissioned by the EU’s translation service, said that the language industry is growing faster than any other sector in Europe, with expansion estimated to continue at 10%. But researchers warn that because the industry is so diverse, spread across activities ranging from in-company translation, software development and subtitling of films and television programmes, its impact is often overlooked.

One indication that this could change comes from evidence that investment companies are showing growing interest in the sector, the report’s writers say. They point to evidence from eastern Europe where a small number of players are dominating translating services.

The report also highlights a growing acceptance of machine translation tools. This is in response to a shortage of human translators and improved accuracy of computer-assisted translation.

The translation and interpreting sector dominates the language industry, with an estimated value of $8bn in 2008, while language teaching was the next biggest sector, estimated to be worth $2.3bn.

Singapore set to test foreign workers’ English skills
Foreigners seeking visas to work in Singapore’s service sector will have to sit a test of English from later this year as part of a government campaign to raise English standards.

Details of the test have yet to be revealed but Lee Yi Shyan, minister for manpower, told the Straits Times newspaper that the move was aimed at raising English language skills in the retail, food and beverage and hotels sectors. It comes after prime minister Lee Hsien Loong decried foreigners in service jobs who could not distinguish between phrases such as “chilli” or “no chilli”.

The government will also offer employers the opportunity to reduce a levy on foreign employees from $170 to $100 if they can prove that new staff are proficient in English.

Malaysia speeds return of Bahasa
Bahasa Malay will replace English as the medium of instruction in maths and science classes in Malaysia’s schools in 2011, a year earlier than scheduled, said education minister Tan Sri Muhyiddin Yassin. The government had the resources to implement the policy sooner than planned, he said.

Muhyiddin said that English language standards had not benefitted from the use of the language for teaching. “[Students’] proficiency in the language currently should not just be average and drastic measures are needed to address this problem,” Muhyiddin told the Bernama news agency last month.

He said foreign teachers would be recruited to act as “master teachers” to improve standards of English language tuition alongside new textbooks and language labs.

Dutch eyes in Sweden’s schools anger unions
Sweden’s schools inspectorate has called in a Dutch education consultancy to review English language teaching at 30 secondary school, angering Swedish teaching unions.

A team of inspectors from Cito, the international assessment and testing company based in the Netherlands, will assess English language teaching for 11- to 16-year-olds under a contract worth $700,000.

Teaching unions expressed surprise at the decision. “I question how a Dutch firm can study a Swedish school. What requirements do they have to judge Swedish schools?” Metta Fjelkner, chair of the National Union of Teachers, told the Dagens Nyheter newspaper.

www.guardian.co.uk

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.

Tips om tegen de klok te schrijven (en te vertalen)

Hoe komt het toch dat vertalingen zo vaak last minute opdrachten zijn?

Er zijn heel wat gegronde redenen om ‘laat’ een tekst aan te leveren bij een vertaler. Dikwijls maakt een tekst deel uit van een ruimer project, waarbij meerdere mensen een stukje van het verhaal bouwen. Als er dan één schakel in dat bouwproces het laat afweten, legt men de werf stil.

Maar dat is niet de enige reden.  Teksten maken en ze tijdig afwerken heeft dikwijls  een te lage prioriteit op  de agenda van de betrokken personen. Enkele tips om hier beterschap in te brengen en uw vertaler blij te maken.

Tip 1:  Deadline psychologie
Was je op school ook al zo’n leerling die aan de boekbespreking begon de dag voor je die moest afgeven? Dan kan je nu best als projectverantwoordelijk een ‘te vroege’ interne deadline bepalen voor het materiaal dat je aan een vertaler moet afleveren. Dan werk je spontaan naar dat moment toe en schaaf  je daarna met meer sereniteit en diepgang je project bij. Bepaal daarbij ook de retroplanning, met inbegrip van overleg, nalezen, correctierondes.

Tip 2: Maak altijd goede afspraken en volg ze op
Spreek goed af  wie wat wanneer aan materiaal inbrengt. Vergeet ook niet in welk formaat. De neiging om met lettertypes, vormgeving en stijl te experimenteren, geeft de eindredacteur altijd hoofdpijn. Eens de afspraken gemaakt zijn, bevestig je die en geeft je regelmatig een tussenstand door. Dit is zowel praktisch als psychologisch heel nuttig.

Tip 3: Verdeel en heers
Het is niet nodig om je actie volledig te bevriezen, omdat je in ploeg aan een tekst werkt en een collega te laat is met materiaal. Verdeel en heers! Als je ‘werf’ door vriesweer is getroffen, kan je best de werken opsplitsen in delen waar wel kan worden doorgewerkt . Stimuleer de deelprojecten,  hou alle partijen bij de les en geef ze een regelmatig een bijgewerkte status van het initiatief.

Tip 4: Bepaal ook “waar”… wiki of mail?
Als het over een groter project gaat, kan je snel en efficient een wiki opzetten. Met zo’n online ontmoetingspunt heb je op één plaats de ene waarheid beschikbaar, waarbij iedereen er zijn zeg en inhoud kan aan toevoegen. Zo wordt een project terug een eenheid, in plaats van een verzameling van losse delen. En zo blijf je niet aanmodderen met een uitpuilende mailbox, met allerlei versies en een onnodige lettersoep.