What Is Transcreation? (And Why Is It Such a Great Thing?)

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?)

Why Culture Matters: Risks and Costs of Bad Translations

Spot-on transcreation, copywriting Romanian, copywriting English, localization, intercultural consulting and research.

6 Features of Captivating Messages

Going back to Aristotle, rhetoric is the practical faculty of observing and deploying, in any given case, all the available means of persuasion. What then, makes a message persuasive? A lot lies in the logical argument itself, the demonstration. But, quite importantly, Aristotle himself notes that knowledge does not automatically produce conviction! In his words, … Continue reading 6 Features of Captivating Messages

Authentic Branding in an Intercultural World

"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

Neuromarketing Cheat Sheet…

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…