I'll bet you've been meaning to ask. What is transcreation? And why is it such a great thing? A cool moniker, but also confusing, the word “transcreation” is a blend of two earlier concepts: “translation” (from linguistics) and “creation” (from advertising). It describes the process of translating advertising or marketing content in a different language AND … Continue reading What Is Transcreation? (And Why Is It Such a Great Thing?)
Spot-on transcreation, copywriting Romanian, copywriting English, localization, intercultural consulting and research.
"Be a first-rate version of yourself, not a second-rate version of someone else." - Judy Garland. In the current context, imitation and a mismatch between claim and reality (hypocrisy) rarely go unnoticed or unpunished by customers, and social media is amplifying the process. Companies need to harness this transformative power, embrace criticism openly and honestly, engage … Continue reading Authentic Branding in an Intercultural World
How to get inside your customer's ... skull and hit gold. We'd like to think of ourselves as rational individuals. Yet how much of our decisions are actually based on thorough reasoning (cost-benefit analysis, for instance) and how many are processed unconsciously, through emotions and intuition? The answer to the first question is: a very very … Continue reading Neuromarketing Cheat Sheet…