Have you included details of “style” or “tone of voice” in your localisation brief? We’ve discussed before how when it comes to translating text there’s a lot more to it than literal translations of words on a page. As well as ensuring accurate translations it’s also very important to give consideration to style and toneRead more »
Translating copy for luxury brands presents companies with very unique challenges. Keeping the core brand identity and reputation intact while also reaching international audiences with engaging and relevant marketing communications is not always easy.
Many luxury brands are seeing growth in overseas markets as demand for luxury goods in countries such as China remains high. In fact, around half of the world’s spending on luxury brands comes from the expanding Chinese middle classes. Japan and the US follow closely behind, and other regions also saw growth in the luxury sector in 2014.
So what is transcreation? Have you heard of transcreation but aren’t really sure what it is? Well, transcreation, or creative translation or international copy adaptation as you might have heard it be called, is the art of adapting a message from one language to another while keeping the key message, tone and style intact.Read more »