Transcreation

Adapt your message to your target market with creative translation

Codes, symbols and customs can all vary between cultures. Certain messages, whether in writing or in images, won’t have the same impact in Mexico as they will in India. Similarly, colours symbolise different things in different cultures. For example, in Japan, white represents death, but in Egypt, it symbolises joy.

To adapt your message, you need in-depth knowledge of your target market, and a creative translation with cultural adaptation.

The solution is a transcreation strategy.

What is transcreation?

This word combines the terms “translation” and “creation”. It is also known as cultural adaptation, and is used in marketing translation. Cultural adaptation of a slogan, a message or a logo to a target culture will ensure you give your intended audience the right message.

The transcreation process is a creative art. Copywriters often need to completely recreate the brand message to make it better suited to the target market.