{"id":13425,"date":"2021-02-09T01:42:19","date_gmt":"2021-02-08T23:42:19","guid":{"rendered":"https:\/\/phrase.com\/blog\/?p=13425"},"modified":"2023-06-20T16:09:34","modified_gmt":"2023-06-20T14:09:34","slug":"transcreation-marketing-across-cultures","status":"publish","type":"post","link":"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/","title":{"rendered":"Transcreation: The Art of Marketing Across Cultures"},"content":{"rendered":"<p>With conventional <a href=\"https:\/\/phrase.com\/blog\/posts\/translation\/\">translation<\/a>, the same message can resonate very differently from one language culture to the next. When this message is marketing or something technically critical, those differences can be a serious problem. Linguists address this via localization by a native-speaking translator with an additional review step to double-check accuracy.<br \/>\nHowever, there is a more flexible process that gives translators creative leeway to adapt that message to their culture\u2014transcreation. This article will look at the evolution of transcreation, how and why it works, and the processes and tools required to manage this modern level of business communication across geographies.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#what-is-transcreation\" title=\"What Is Transcreation?\">What Is Transcreation?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#the-history-of-transcreation\" title=\"The History of Transcreation\">The History of Transcreation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#transcreation-in-global-marketing-why-is-it-important\" title=\"Transcreation in Global Marketing: Why Is It Important?\">Transcreation in Global Marketing: Why Is It Important?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#transcreation-translation-and-localization-what-is-the-difference\" title=\"Transcreation, Translation, and Localization: What Is the Difference?\">Transcreation, Translation, and Localization: What Is the Difference?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#top-5-ways-in-which-transcreation-differs-from-translation\" title=\"Top 5 Ways in Which Transcreation Differs From Translation\">Top 5 Ways in Which Transcreation Differs From Translation<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#literal-vs-native\" title=\"Literal vs. Native\">Literal vs. Native<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#different-skill-sets\" title=\"Different Skill Sets\">Different Skill Sets<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#the-type-of-content-can-determine-which-approach-is-used\" title=\"The Type of Content Can Determine Which Approach Is Used\">The Type of Content Can Determine Which Approach Is Used<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#major-cultural-adaptation-requires-transcreation\" title=\"Major Cultural Adaptation Requires Transcreation\">Major Cultural Adaptation Requires Transcreation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#transcreation-can-be-a-reputation-and-respect-decision\" title=\"Transcreation Can Be a Reputation and Respect Decision\">Transcreation Can Be a Reputation and Respect Decision<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#are-transcreation-professionals-copywriters\" title=\"Are Transcreation Professionals Copywriters?\">Are Transcreation Professionals Copywriters?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#the-transcreation-process-step-by-step\" title=\"The Transcreation Process Step by Step\">The Transcreation Process Step by Step<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#using-translation-technology-for-transcreation\" title=\"Using translation technology for transcreation\">Using translation technology for transcreation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/#how-phrase-can-help-with-transcreation-in-global-marketing\" title=\"How Phrase can help with transcreation in global marketing\">How Phrase can help with transcreation in global marketing<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-is-transcreation\"><\/span>What Is Transcreation?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Transcreation takes literal translation to the next level by adapting content in tone and style to more closely resonate with the culture of the target market. Transcreation gives the translator a hand in the creative process, allowing them to adapt the content to reflect the different requirements of a language and culture. This can range from rewriting colloquial phrases that lose their meaning in a different culture to a full rewrite of the copy to try and convey its meaning and function to a very different audience.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-history-of-transcreation\"><\/span>The History of Transcreation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Transcreation, as a concept, started in the second half of the 20th century in India and other countries, often driven by translation issues in imported entertainment like films and books. The term didn\u2019t come into more common use by the <a href=\"https:\/\/phrase.com\/blog\/posts\/how-choose-right-language-service-provider\/\">language service provider (LSP)<\/a> business, the main source of business translation, until the early 1990s when it became a part of marketing, sales, and advertising language.<br \/>\nMarketing and advertising companies saw the process as a new service product they could offer to an increasingly <a href=\"https:\/\/phrase.com\/blog\/posts\/key-steps-to-entering-global-markets\/\">global marketplace<\/a>. When taking on a client in one language market, they could offer their transcreation services as a means of expanding that client\u2019s offering. In effect, they were expanding their creative products and services.<br \/>\nToday, transcreation is still confused with localization and definitions differ, though most focus on the <a href=\"https:\/\/phrase.com\/blog\/posts\/foster-creativity-translation\/\">degree of creativity<\/a> applied. It is an evolving discipline as it is combined with <a href=\"https:\/\/phrase.com\/blog\/posts\/how-to-leverage-machine-translation\/\">machine translation<\/a>, artificial intelligence, gaming and software, and other emerging content forms and processes.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"transcreation-in-global-marketing-why-is-it-important\"><\/span>Transcreation in Global Marketing: Why Is It Important?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Years ago, <a href=\"https:\/\/phrase.com\/resources\/marketing-localization\/\">global marketing<\/a> often depended on the idea that English was a \u2018global language of business\u2019. This assumed that savvy customers in other countries and cultures must know English to do business globally. And to some degree this was true. However, the world has changed significantly, driven by widespread global communication via the internet and the rise of new major economies like that of China, Saudi Arabia, Brazil, and other regions not characterized by one language of business.<br \/>\nToday, it is understood that a failure to create content for the native languages and cultures of target markets will mean the failure of those marketing efforts. This can mean that once sacrosanct things like brand standards may require significant changes when they cross borders. A basic examination of a website like that of Starbucks, for example, their <a href=\"https:\/\/www.starbucks.com\">US website<\/a>\u00a0vs. their <a href=\"https:\/\/www.starbucks.co.jp\">Japanese website<\/a>, shows a completely different experience encompassing graphic design, color palette, and copywriting. It is an extreme but not uncommon example of transcreation.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"transcreation-translation-and-localization-what-is-the-difference\"><\/span>Transcreation, Translation, and Localization: What Is the Difference?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Understandably, there may be some confusion around the differences between translation, localization, and transcreation. <i><\/i><br \/>\n<strong>Translation<\/strong> is the process of converting the literal text content of a document from one language to another while being as true to the original meaning as possible. For critical technical content like complex user manuals or safety warnings, this literal approach may be a requirement for the proper use of a product or service.<br \/>\n<strong>Localization<\/strong> is the next step after translation. Localization takes the translated content and revises it to align with the culture of the target language. The localization professional is typically a native-speaking, experienced translator who is also a subject matter expert in the subject of the content. An example might be a translator who is also a User Interface (UI) expert and must deal with common occurrences like button text that changes length materially when translated. The localization in that example would involve finding new button text that can be accommodated without losing its meaning.<br \/>\n<strong>Transcreation<\/strong> is in some ways more like the process of literary translation where the translator becomes a creative partner with the original writer, working together with them to tell a story in both languages. In business translation, transcreation may mean rewriting the entire content in the new language or actually developing new creative, like ad copy, that is specifically designed to be effective in that culture. In the Starbucks website example cited earlier, a corporate decision was made to develop a completely different message for the Japanese culture, a major transcreation undertaking.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"top-5-ways-in-which-transcreation-differs-from-translation\"><\/span>Top 5 Ways in Which Transcreation Differs From Translation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are five significant ways transcreation differs from the more traditional translation process.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"literal-vs-native\"><\/span>Literal vs. Native<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Linguists and marketers, a seemingly odd couple, have determined several differences between translation and transcreation. The first is that while translation tries to preserve the exact meaning of a text, transcreation adapts that meaning to more clearly present the intent in a different cultural context, if not the literal word-for-word text<\/p>\n<h3><span class=\"ez-toc-section\" id=\"different-skill-sets\"><\/span>Different Skill Sets<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Transcreation involves two skill sets not always required of translators: copywriting and copy editing. Copywriters fall on the spectrum of creators in marketing, crafting messaging to help sell a product. Copy editors may adapt translated copy to be clearer and more relevant to a specific global market. The transcreator has a different set of skills than a pure literal translator.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"the-type-of-content-can-determine-which-approach-is-used\"><\/span>The Type of Content Can Determine Which Approach Is Used<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Transcreation and translation are required in different end-uses of content. A legal document, safety warning, or instruction manual may require the literal accuracy of a classic business translator. Translated marketing and advertising content translated literally, without regard for cultural issues, can be disastrous at worst and laughable at best. Transcreation solves this issue by rewriting the marketing copy with native knowledge of how marketing is most effective in the transcreator\u2019s culture.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"major-cultural-adaptation-requires-transcreation\"><\/span>Major Cultural Adaptation Requires Transcreation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Certain types of translated content, specifically gaming and film, are often expected to be radically changed when developed for a new culture. An American comic book hero, with their casual chatter, humor, and locales may not translate well to another culture like India. A transcreation of that comic book might move it to an Indian city, give the characters jokes and fears common to Indian society, etc., all with the goal of translating that popular content while retaining its appeal.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"transcreation-can-be-a-reputation-and-respect-decision\"><\/span>Transcreation Can Be a Reputation and Respect Decision<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Finally, in a global business and political climate, there is the expectation that companies and organizations move towards transcreation as a sign of respect for the varied cultures they interact with. Translation that is too literal to the original can signal a lack of sensitivity to the target culture.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"are-transcreation-professionals-copywriters\"><\/span>Are Transcreation Professionals Copywriters?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In a word, yes, in most cases. Nevertheless, as mentioned earlier, they may be copy editors specialized in making copy sound more local. Copywriting is creative communication designed to convince and compel in a business context. In other words, the transcreation process combines translation with copywriting, potentially by more than one creator. A copywriter might be given translated copy and then rewrite it for their culture. It is a creative partnership.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-transcreation-process-step-by-step\"><\/span>The Transcreation Process Step by Step<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There is no formal instruction manual for transcreation, so a strict process has not been codified in a regulatory or standards guide. One logical process might run like this:<\/p>\n<ul>\n<li>Content is created in the source language,<\/li>\n<li>Content is parsed to determine what requires transcreation and what should adhere to the original as much as possible,<\/li>\n<li>Content is translated into the target language, and a creative brief prepared for the content requiring transcreation,<\/li>\n<li>Following the creative brief, a native copywriter or creative team in the target language adapt the message to their market.<\/li>\n<\/ul>\n<p>Central to this process is the brief provided to the transcreation team. In it, they are given instructions on where transcreation is appropriate or not, particularly regarding branding issues. It may also contain detailed instructions for the creative approach, based on market research, including surveying, focus groups, and demographics.<br \/>\nIt is important to note that this process can vary widely depending on the nature of the content and its intended purpose. For example, a transcreation project for a video game might completely rethink the setting, the characters, the rules, etc. This would involve an entire creative team mirroring the abilities of the original creators, but in a different setting.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"using-translation-technology-for-transcreation\"><\/span>Using translation technology for transcreation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The process outlined above greatly simplifies the transcreation process. In reality, bringing a product or service into a new language market is an extremely complex undertaking in an information-driven economy. A single product introduction can involve many moving parts, including:<\/p>\n<ul>\n<li>Branding<\/li>\n<li>Website and other marketing materials<\/li>\n<li>Technical writing like manuals, specifications, and regulatory compliance documentation<\/li>\n<li>Legal and financial content<\/li>\n<li>Video and audio production<\/li>\n<\/ul>\n<p>With a single product carrying this kind of content load, manual management using things like spreadsheets and emails can easily get out of control, especially when multiple languages and requirements are involved.<br \/>\nTo cope with that, cloud-based <a href=\"https:\/\/phrase.com\/blog\/posts\/translation-technology\/\">translation technology<\/a>, for example, in the form of a translation management system (TMS) has emerged. These platforms are typically accessed via a centralized online source easily shared by teams operating across borders and cultures.<br \/>\nA TMS, often specialized for various markets and types of content, helps a localization or transcreation project manager keep all their content projects and teams synchronized across multiple projects and languages. They help eliminate errors and omissions, and provide version control, avoiding costly duplication of effort.<br \/>\nTMS typically provide certain core functionality designed to save time and money while eliminating duplication of efforts and communication errors. These include:<\/p>\n<ul>\n<li>A centralized communication structure connecting PMs, translation professionals, and other stakeholders in one \u2018single source of the truth\u2019 location to eliminate emails and provide tracking for conversations and instructions.<\/li>\n<li>Translation memory (TM) that scans the content and identifies any parts that may have previously been translated. These are flagged based on their word-for-word accuracy so they may be removed from the text sent for translation, saving time and money. This memory is maintained across a project\u2019s lifetime, becoming a valued resource.<\/li>\n<li>Business support functions, including project quotes, invoicing, vendor tracking, and other business processes associated with the translation process.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"how-phrase-can-help-with-transcreation-in-global-marketing\"><\/span>How Phrase can help with transcreation in global marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The most comprehensive localization solution on the market, the <a href=\"https:\/\/phrase.com\/platform\/\">Phrase Localization Platform<\/a> is designed for adapting digital content of all kinds, from software user interface (UI), user experience (UX), marketing, knowledge bases, and other customer support materials, and more. It links the source content creation team with the translation, localization, and transcreation teams for each target language, in real-time, with easy progress tracking and bug detection.<\/p>\n<p>This tight integration simplifies the ability to manage a transcreation process from end to end. All stakeholders and creators can see their required actions, report any issues, and complete their tasks within the system. Costs and time factors can be estimated, tracked, and completed from initial billing and deadlines to final invoicing and delivery.<\/p>\n<p>Phrase\u2019s extensive experience in helping customers manage translations of complex software and digital projects has helped them refine processes required by potentially very complex projects like the full transcreation of a brand, product, or service. For a deep dive on how Phrase can help you with transcreation in global marketing, we recommend our <a href=\"https:\/\/phrase.com\/resources\/marketing-localization\/\">comprehensive guide to marketing localization<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Transcreation takes marketing to the next level. Learn why transcreation works, and get to know the processes and tools you need for success.<\/p>\n","protected":false},"author":6,"featured_media":2617,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":false,"_modified_date":"","_searchwp_excluded":"","footnotes":""},"categories":[39],"class_list":["post-13425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-translation-management"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/13425"}],"collection":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/comments?post=13425"}],"version-history":[{"count":6,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/13425\/revisions"}],"predecessor-version":[{"id":56150,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/13425\/revisions\/56150"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media\/2617"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media?parent=13425"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/categories?post=13425"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}