BRANDING – LANGUAGE. CULTURE. COMMUNICATION

My Interview with RFI Romania

Posted on January 13, 2023March 10, 2023 by Andreea Sepi in Brand management, COMMUNICATION, CONSULTING ROMANIA, GERMANY, INTERCULTURAL COMMUNICATION, Presentations, Rhetoric, Speech Communication

A few days ago, I was interviewed by Otilia Ghitescu from RFI Romania about our travel guide TIMISOARA23 and the European Capital of Culture 2023. You can read or listen (in Romanian), here: https://www.rfi.ro/cultura-152184-timisoara-2023-pregatita-sau-nu-de-turisti-multe-asteptari-si-un-ghid-cu-secrete Our stories about Timisoara and the Banat region, beautifully illustrated by Claudia Tanasescu, can be ordered on Amazon, in paperback or … Continue reading My Interview with RFI Romania →

Brand Religion? Try Culture First

Posted on May 3, 2021July 12, 2021 by Andreea Sepi in Brand management, BRANDING, COMMUNICATION

According to anthropologists (like C. Geertz in his seminal work The Interpretation of Cultures), religion is the most important product of culture. It is a comprehensive worldview that purports to give its devotees access to "the real reality" and help them transcend; it also norms behavior and puts forward a clear roadmap for decision-making. In … Continue reading Brand Religion? Try Culture First →

How to Tell a Good Brand Story

Posted on August 18, 2020August 18, 2020 by Andreea Sepi in Brand management, BRANDING, COMMUNICATION, INTERCULTURAL COMMUNICATION, MARKETING, Presentations, TRANSCREATION, TRANSLATION, Written Communication

Storytelling is central to marketing - and it's the main way we make sense of the world. Here are a few tips for putting words to work and crafting compelling narratives. Nowadays brands - like people - have personalities. They become friends, companions and - occasionally - bogeymen. Marketing is a bit like matchmaking, followed by … Continue reading How to Tell a Good Brand Story →

What My Kids Have Taught Me About Engagement

Posted on April 30, 2020April 30, 2020 by Andreea Sepi in Brand management, BRANDING, COMMUNICATION, CONSULTING ROMANIA, GERMANY, INTERCULTURAL COMMUNICATION, MARKETING, Presentations, Psychology, Rhetoric, Speech Communication, TRANSCREATION, TRANSLATION, Written Communication

Are you also juggling job, homeschooling of children, creative projects, and research? Are your kids constantly coming to you for advice/support/validation/reassurance even though your spouse is also available? And does that drive you mad? Then you can relate. Now, I've racked my brain trying to understand this, until it hit me. It's a communication and … Continue reading What My Kids Have Taught Me About Engagement →

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

Posted on April 7, 2017July 25, 2022 by Andreea Sepi in Übersetzungen, Brand management, BRANDING, COMMUNICATION, CONSULTING ROMANIA, GERMANY, INTERCULTURAL COMMUNICATION, MARKETING, Presentations, Rhetoric, Traduceri Romana, TRANSCREATION, TRANSLATION, Translation English, Written Communication

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

Posted on January 9, 2017July 25, 2022 by Andreea Sepi in Übersetzungen, Brand management, BRANDING, COMMUNICATION, CONSULTING ROMANIA, GERMANY, INTERCULTURAL COMMUNICATION, MARKETING, Traduceri Romana, TRANSCREATION, TRANSLATION, Translation English, Written Communication

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

6 Features of Captivating Messages

Posted on January 5, 2017July 25, 2022 by Andreea Sepi in Übersetzungen, Brand management, BRANDING, COMMUNICATION, Decision-making, INTERCULTURAL COMMUNICATION, MARKETING, Presentations, Psychology, Rhetoric, Traduceri Romana, TRANSCREATION, TRANSLATION, Translation English, Written Communication

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

Posted on September 22, 2016July 27, 2017 by Andreea Sepi in Übersetzungen, Brand management, BRANDING, COMMUNICATION, INTERCULTURAL COMMUNICATION, MARKETING, Presentations, Rhetoric, Traduceri Romana, TRANSCREATION, TRANSLATION, Translation English, Written Communication

"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…

Posted on July 15, 2014July 15, 2014 by Andreea Sepi in Brand management, COMMUNICATION, MARKETING, Psychology, Written Communication

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… →