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.

enye_Spanish

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.

9 tools to boost your marketing

A clever way to make the news … is to create it yourself. Become a value connector, sharing ideas and opportunities with the people you want to reach. This way, you can be a source of happy news, every day.

And this is now more than ever important. Owned media and direct connections with prospects and clients are key to your credibility and success. For this reason, marketers are more and more floating into digital orbit, looking out over the world using web based tools.

Sales Tools

But what tools should you use? There are thousands! We received an interesting message from Unbouce, with 9 essential SaaS marketing tools to make your marketing easier and a whole lot more effective. They can be a start in your search for better interaction and knowledge. And Unbouce added a link where you can get try-outs and special deals on the 9 tools in the showcase!
Here is the overview of the tools…

Aweber

AWeber helps businesses increase sales and profits through its web-based email marketing tools. (Another that is excellent is Selligent).

Unbounce

Unbounce is a landing page builder for marketers. Easily build, publish and A/B test landing pages just like this one.


HubspotHubSpot is an all-in-one marketing software to optimize your website. The promise is that more prospects find you, and convert to leads and customers.

KissMetrics

KISSmetrics gives you the insights to optimize your marketing. Find bottlenecks, optimize conversions, and find more customers.

HootSuite

HootSuite brings integrated social media management. It’s a dream to to manage social networks, schedule messages, engage your audiences, and measure ROI.

Wordstream

WordStream provides paid search marketing software, managed PPC services, and expert marketing advice to make online advertising easy.


Optimizely

Optimizely is one optimization platform for websites and mobile apps.

 WistiaWistia is a professional video hosting service with analytics and video marketing tools.

MOZMoz provides inbound marketing software, educational resources, and a vibrant online marketing community.

 

Thanks to Oli Gardner, Unbounce Co-Founder, and his team for sharing these tools.

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.

Hoe merk-waardig is je merk?

Hoe merk-waardig is je merk? Val je op of val je af?

We leven in een tijd van woekerende verspreiding van ideeën. Meer dan ooit moet je opvallen, voor de klant “op u valt”.
Iedereen heeft een mening over zowat alles. En kan die aan iedereen kwijt. De traditionele media bepalen niet meer echt wat er leeft, ze volgen trends en versterken ze. De TV-reclametijd nadert zijn einde – of is al dood; de Google-tijd komt in de plaats.

Maar hoe communiceer je met een klant die niet om je geeft, steeds minder tijd heeft en kiest uit steeds meer informatie? Elke mens zoekt instinctief naar de eenvoudigste oplossing. Hij is aangetrokken tot wat opvalt. Je moet eruit steken. Kleur bekennen. Verfrissend zijn. De mensen raken. Durven. Anders zijn dan de anderen.

Val op of val af.

Kies je voor “degelijk, gewoon goed communiceren”? Kies je voor “de gemiddelde klant”? Dan ben je misschien al in moeilijkheden, zonder dat je het weet. De ene ‘manie’ volgt de andere op. Wat is er ‘in’ en wat niet? “Otaku“, zeggen de Japanners. Het woord betekent “manie”, een “tsunami” van interesse, een plotse “mode” die iedereen meesleept.Is je merk wel merk-waardig? Re-Markable?

Je boodschap moet opvallen, juist zijn maar ook fris. Ook de vorm wordt belangrijker. Kleur je buiten de lijntjes? Goed! Ontwerp je product zo dat het frisser en sterker oogt dan dat ernaast. Herbepaal de doelgroepen die je aanspreekt. Zoek de ‘opinieleiders’ persoonlijk op. Niet de gemiddelde klant. Stuur geen email, stuur ME-mail! Zij die door hun uitstraling, eigen stem anderen de weg wijzen, bepalen de agenda. Vraag je af wie er om je thema geeft, en maak deze mensen tot je ambassadeurs. We leven allemaal in de mode-wereld, zegt Seth Godin. Dan moeten we fashionista’s worden! Weg met de betonkleur van de betonmuren!

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.

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!