Have you ever wondered why translating a well-known slogan to another language sometimes results in unpleasant misunderstandings? Or why a marketing campaign that succeeds in one nation might be a complete failure in another? The reason for this is that many firms simply translate their advertisements from the source language to the local language without taking into account culture and context of the nation.
Transcreation has taught us a valuable lesson: translation is more than just changing languages; it is about creating compelling messages that are relevant to each market. By overcoming linguistic and cultural obstacles, this art of translation allows companies to develop genuine marketing campaigns that have the potential to resonate with millions of customers globally.
1/ What Is Transcreation?
Transcreation, also known as creative translation, is a process that goes beyond simple language conversion. Instead of merely translating meaning, transcreation focuses on conveying the message, emotions, and essence of the original text into another culture and language in the most natural and relevant way possible. This requires the translator to not only have excellent language skills but also a deep understanding of each nation’s culture, market, and consumer psychology.
2/ Why Transcreation Is Crucial For Global Success?
– Building a strong brand:
Transcreation helps maintain brand consistency across different markets, ensuring that the message and core values are communicated clearly. At the same time, adjusting content to suit local cultures helps create messages that resonate emotionally with consumers, building connection and brand loyalty.
– Enhancing engagement:
Content created through transcreation fosters empathy and deep connections, not only capturing attention and sparking curiosity but also encouraging customers to take desired actions. Clear and compelling messages will motivate customers to make purchases, share information, or participate in events, thus increasing interaction and boosting the effectiveness of marketing campaigns.
– Building long-term relationships:
Transcreation helps businesses not only reach but also build lasting relationships with international customers by demonstrating respect and understanding of their cultures. Sincerity in honoring local cultural characteristics will build trust and loyalty from customers.
3/ Why Transcreation Will Be The 2025 Translation Trend?
– Global cultural connection: Global trade and connectivity are developing increasingly, leading businesses to expand into international markets. Each country and region has its own distinct cultural characteristics. Therefore, to build sustainable relationships in global markets, businesses need to respect and leverage local cultural values, creating marketing messages that are relatable and appropriate. Transcreation helps businesses convey messages effectively while creating harmony with customers in different countries.
– Personalizing customer experience: Nowadays, consumers demand more attention and expect to be treated as individuals with unique needs and preferences. Therefore, to survive and thrive in a highly competitive market, businesses must craft messages that are deeply personalized for each specific customer segment. Transcreation is seen as a powerful tool that helps brands create creative, unique, and impactful messages, thereby leaving a lasting impression on customers.
4/ A Transcreation Example
“Black Friday & White Friday” is one of the simplest and perfect examples of transcreation.
Black Friday is a major shopping day, especially in the US, where big crowds are drawn by the massive discounts. However, due to cultural differences, this concept doesn’t always translate well to various markets. The term is often associated with chaotic crowds and frenzied shopping. As a result, in Middle Eastern nations such as the United Arab Emirates, the term “White Friday” is used instead of “Black Friday,” which not only keeps the core of the discount event but also matches better with local culture, which honours elegance and gentleness in sales transactions.
This transformation is not just a change in name but also reflects a deep understanding of customer psychology and regional cultural traits, thereby helping brands create a more suitable and effective marketing campaign.
