When should Transcreation services be used and how do they differ from Translation or Localisation?
Not everything can simply be translated; if you have a great slogan in English, it does not mean that it will work as well in other languages – it may even make no sense in other languages, especially if wordplay or idioms are used. There are plenty of examples from experience where one tries to enter the global market with translated slogans and uses the same marketing content for different cultures, translated literally and without taking into account the cultural differences. Unfortunately, these are not the success stories everyone would like to remember. Literal translation often results in a text that is not effective. Slogans and many other types of marketing content are impossible to translate literally – and that is the right moment to get creative and turn to a real wordsmith who can ensure the look and voice that is appropriate for foreign markets.