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.

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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.

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.

Powerpoint is dead, long live Powerpoint

PowerPoint is dead.
PowerPoint is really dead. It is being beaten to death by people who misuse it on a massive scale; it is a giant dirty security blanket for presenters across the globe.

So YES! PowerPoint is Oh So Dead!
I followed an excellent training by Ib Ravn on ‘Learning meetings and Conferences‘. Hello Ib! You are so right! Wake up people! A meeting should create ‘co flourishing’ between all participants. Presentations should be concise, allow for ‘active digestion’, lead to self-expression and sharing of knowledge. The cherry on the cake (and the real reason many people participate) is that presentations can help networking. So have a facilitator on board in meetings and congresses and make the meeting a happening all will remember!

Yet, bad PowerPoint rules! 300 Million people use PowerPoint in the world. 30 Million PowerPoint presentations are given every day. At least half are no good! Millions fly all around the globe to participate in one-way, boring PowerPoint presentations. Attendees are still treated like cows watching trains passing by. They are rendered passive, group work is unfocused and expert panels are only allowed to deliver ‘more talk from a podium’. Come to the Point, speaker, Generate Power. What did you learn? How did it move you? How will you change? The answer often is … “Wellaaaaaaah Iyaaaaaaaah…”

The best speakers simply do that. They speak. Focus is on them, they share ideas and implicate audiences. They move, they deal in passion. They do not need PowerPoint, because they are the power. They look their audience in the eye. One on one, even with 1000 in an auditorium. PowerPoint can be a good tool, when used to support this attitude and style. When it is clear and direct, when it allows the speaker to be even stronger. Philosophy is boring? Think again!

Interact and bring the Power back to PowerPoint
Brows around on Slideshare and see what you like… Like Alexei Kapterev, explaining what good PowerPoint presentations are. And think on how to interact with your audience. And why not, give us a call and let’s bring your Powerpoint alive together! Then we can say in chorus, “long live PowerPoint!

Creative criminals 1000 posts young…

Congratulations to the creative criminals!

Today they posted their 1000th post.
Good stuff. Smart stuff. Original stuff.
Let me rephrase that…

Here are some bright ideas, and inspiring creative brain teasers of a small crew of media movers.

Not just Belgians, Belgiminians, a special breed of media crazies with a keen eye on what clicks and moves.
From Duracell and Nike to the Wonderbra.
From original Christmas wishes to special bilboarding and bus stop advertising that stops you in your tracks.
Yodemanne!

What’s your one sentence idea?

When starting a novel, approaching someone at a reception, presenting an idea in front of a group… famous first words do make a difference.
“This is where the buck stops”. “Don’t ask what your country can do for you, ask what you can do for your country”. “Make my day”.

We are all storytellers. The story of our life, our family, our work and our dreams become tangible in the stories we tell.
When you want to convince someone, or when you simply want them to pay attention and become interested in what you say, it is crucial to have your key sentence right.

I once was presented as the new manager of an international fair that was heavily criticized. Some even wanted the event to be canceled. The room was packed with the top players from the sector The atmosphere was polite but tense. I started by saying my name, and after a few introduction words on where I came from, I stopped in mid sentence, took a pause to gather my thoughts and  said “My son just started first grade. When the teacher asked him what I did as a job he said ‘Daddy makes’. Not ‘Daddy makes things’. Just Daddy makes. That’s what I’m here to do. So let’s get to work.”

It was the bold but right thing to say. It had the right tone and content. It showed strength and commitment and the wish to act together as a team. It surprised them all as well. Some of the men in that room now have become my friends. Some I see every now and then and there is no tension left. The event became a success; we worked together to get there. They all felt that I was not there to exploit them, to lie to them or to just do something or other. I was there to make. They remember this moment up to this day.

What is your favorite first phrase from a book? here’s mine:

Many years later, as he faced the firing squad, Colonel Aureliano Buendía was to remember that distant afternoon when his father took him to discover ice. – Gabriel García Márquez, One Hundred Years of Solitude (1967; trans. Gregory Rabassa)

An inspiring top 100 is here. And here are some new original first phrases, to get you going, perhaps.