In our globalized economy, businesses are expanding like never before. This context creates new challenges, such as that of generating an international client base or expanding the client base internationally. Working towards these goals entails marketing to a foreign customer, who might not only differ from the business in language, but also live in a dissimilar culture.
In order to maintain its message and communicative power across cultures and languages, marketing content might not only need to be translated, but also adapted. The adaptation process is called creative translation or transcreation.
When producing a creative translation of brand material, a translator needs to be faithful to the concepts, messages, aesthetics, and ethos of the brand, while filtering through and replacing what might hinder its introduction to a particular customer base.
This can best be done by seasoned translation professionals who are highly knowledgeable of the customs, conventions and trends of your target market.