This is part two of a series exploring the intricacies of transcreation. The first part is here: Understanding Transcreation part 1
6. Transcreation in Action: Real-world Successes
The corporate landscape is rife with tales of brands that have expertly harnessed the power of transcreation, transforming potential pitfalls into global triumphs. These brands understand that it’s not just about being heard, but about being understood, cherished, and remembered.
One apocryphal example is Coca-Cola’s launch in China. There are over 200 potential symbols in Mandarin that could be used to phonetically represent Coca-Cola. One translation of its name resulted in something similar to “Bite the Wax Tadpole.” While the story is funny, it is also not true. The reality is that, even in 1928, Coca-Cola understood the beginnings of transcreation, eventually arriving at “Kekou Kele,” meaning “Delicious Happiness”—a fitting representation of the brand’s essence.
Another instance is McDonald’s. Globally renowned for its Big Mac, the fast-food giant famously adapts its menu to cater to regional palates. From India’s McPaneer to Israel’s McShawarma, McDonald’s brilliantly marries its global brand identity with localized tastes.
These stories show how important transcreation is. It’s not just about selling things; it’s about really understanding and celebrating what’s unique about different cultures. When companies do this well, they create special stories and ads that really speak to people’s hearts. This is how they make a lasting impression all around the world.
7. Looking Ahead: The Future of Transcreation
As we look to the future, the way we talk to each other around the world keeps changing. This is because of new technology and the way cultures keep shifting and growing. Transcreation, which helps people from different cultures understand each other, is becoming really important.
Soon, we might see brands focusing more on the little details of different cultures, even within one country or city. This means they’ll need to really pay attention and be ready to change their approach quickly based on what people are thinking and feeling in different places.
Artificial Intelligence (AI) is going to help a lot by making it quicker to adapt messages for different places. AI can give us lots of useful information, but we’ll still need people. That’s because understanding deep feelings and empathy – the things that really matter in transcreation – is something only humans can do.
Also, people are looking for messages that are real and true to their culture. Brands that can really speak to people in a way that feels genuine and understands their culture will be the ones that stand out.
So, in the future, transcreation won’t just be something nice for brands to do. It’ll be a must-have.
8. Transcreation Tools and Training: Elevating the Craft
Transcreation is more than just knowing languages and translation services. It’s also about really understanding different cultures. With more people wanting transcreation, it’s important that everyone who does it is really good at it. That’s where tools and training come in.
There are new digital tools for transcreation that help people work together better. Translators, creative folks, and brand managers can all use these tools to make changes, give feedback, and look up cultural information. This makes sure that what they create is right and fits well with different cultures. These tools help make the whole process smoother and make the final work better.
Training for transcreation is also changing. Now, people can learn not just about language but also about cultural studies, how people think and behave, and even how to market products at global scale. This training helps them be ready for all kinds of different situations.
In training, people get to try real-life examples, act out scenarios, and learn from what others have done. This hands-on way of learning is really helpful.
As transcreation keeps growing, focusing on these tools and training shows that it’s not just a regular service. It’s a special skill that helps brands connect with people all over the world in a way that’s true to who they are.
9. The Ethical Implications of Transcreation
When we talk about transcreation, it’s not just about changing words for different cultures. It’s also about understanding what’s right and what’s not. How do we make sure we are respecting other cultures and not just taking parts of them for our own use?
Culture is very special and personal to people. Sometimes, even when we try to do the right thing, we might make mistakes. We might use cultural signs or stories in ways that upset people. This can happen when brands don’t understand a culture well enough and end up using things in the wrong way.
It’s really important for people who work in transcreation to know a lot about different cultures and also to think about what’s fair and respectful. When we share messages, we need to make sure we’re showing every culture in a true and kind way.
A good idea is to work with people from the culture you’re trying to reach. They can help make sure everything feels real and respectful. This teamwork helps avoid mistakes and shows that we care about getting it right.
Transcreation is a great way to connect with people from all over the world, but we have to remember to be careful and respectful. It’s our job to honor and celebrate the many different cultures we talk to.
For over a decade, Hanna Interpreting Services has been at the forefront of bridging linguistic and cultural divides. Rooted in our rich history of commitment to excellence, we understand the intricacies of language and the profound impact of authentic communication. Whether you’re looking to resonate in new markets or ensure that your message maintains its essence across borders, our team of seasoned experts is here to guide you. Experience the difference that stems from a deep understanding of linguistics, business, and the subtleties of culture. Reach out to us today for a consultation, and let’s embark on a journey to craft messages that not only speak, but truly connect.