Marketing material can be one of the most difficult types of document to translate. In our last blog article we had discussed why industry expert linguist are necessary when working with highly specialized material. While a mistake in the translation of a patent could cost a company millions of dollars, misunderstood branding in an international market could cost a company more than just money, it could offend the audience that it is intended to reach. This is where transcreation comes into play.
What is Transcreation?
Transcreation often referred to as creative or adaptive translation is a hybrid of new content, culturally adapted content and imagery, and straightforward translation. It is the process of adapting a company’s message in its source language, so that it carries the same emotion, tone and context in the target language. Transcreation enables you to convey your creative messages in a way that is both relevant and engaging, while maintaining your original brand concept. It is a vital part of any international marketing campaign.