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Translate or Persuade? Why "Transcreation" is Your Secret Weapon for Global Marketing


You’ve spent months refining the perfect slogan for your new campaign. It’s witty, punchy, and memorable. But as you prepare to launch your product abroad, you hesitate: will a simple translation be enough to capture the spirit of your brand?

The short answer is: probably not.

If your goal is to sell, move, or convince, standard translation hits a wall very quickly. This is where a more subtle and creative discipline comes into play: Transcreation.


1. The Limits of Word-for-Word Translation


The classic mistake companies make when going global is thinking language is just a code to be cracked. You replace Word A with Word B, and you’re done.

However, marketing relies on culture, humor, and wordplay. Let’s look at a famous (and disastrous) example. When the chicken brand Perdue translated its slogan "It takes a tough man to make a tender chicken" for the Spanish-speaking market, the literal translation resulted in: "It takes a sexually stimulated man to make a chicken affectionate."

The result? Laughter, but not the kind they wanted. The brand lost credibility instantly.


2. What is Transcreation?


Transcreation (a blend of "translation" and "creation") isn’t about translating words; it’s about transposing emotions.

A transcreator asks the following questions:

  • What is the underlying message?

  • Who are we talking to (the local target audience)?

  • Does this cultural reference work in the target country?

If a joke falls flat in Germany, the transcreator will scrap it and write a new one that resonates with a German audience, while keeping the brand's original vibe.

Key Takeaway: Translation tells you what it says. Transcreation tells you how it feels.

3. An Investment in Your Brand Image


Why pay for transcreation when Google Translate is free? Because the cost of a communication error is far higher than the cost of professional translation.

A well-adapted (localized) campaign shows your foreign audience that:

  • You respect them.

  • You understand their culture.

  • You are a local player, not just a distant multinational.


Conclusion


For legal contracts or technical manuals, standard translation is perfect. But for your slogans, websites, and advertisements, don’t let algorithms decide your image.

Don't settle for being understood. Aim to be impactful.



 
 
 

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