If you’re looking to launch your products into a new European market, you’ve probably come across the term “transcreation services” before. In a nutshell, transcreation is the process of translating not just the words of your marketing copy to another language, but also translating the emotions, ideas and concepts behind that message to evoke the
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It’s been hard recently to avoid the continued chatter around new and emerging AI technology in the marketing space. Ever since ChatGPT made its way into the professional domain last year, people have been turning to machine learning and artificial intelligence for everything from social media posts to creating award-winning art! So it’s understandable that
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Greenwashing. We’ve all heard of it, we all know what a massive problem it is. Whether it’s intentionally lying about a company’s sustainability or fudging the numbers to make products look more eco-friendly than they really are, greenwashing seriously undermines consumer trust in genuine ethical brands – and not to mention, it does nothing for
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If you are a marketer who’s new to sourcing translation services, choosing the right provider can seem like a daunting task. The translation industry is hugely fragmented in terms of service offering as well as pricing, which doesn’t make your job any easier. Who do you want to work with: individual freelance translators or an
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Environmental responsibility has never been more imperative. While climate change is challenging everyone to think about their own contribution to creating a better world, from an economic point of view, ecological awareness is also increasingly informing decisions of consumers and companies alike. Buyers want their shopping to be sustainable, and brands are promoting their green
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Recently, we came across an article where two friends were discussing Alfonso Cuarón’s movie, Roma. They were debating the narrative’s pace and style. Friend 1, being an Anglo-American, thought it was too slow, and too visual. Friend 2, felt that it was a beautiful movie that reminded him of his upbringing in Latin America. It
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“If you speak to a man in a language he understands, it goes to his head. But if you speak to a man in his own language it goes to his heart.” – Nelson Mandela Building an international brand requires insight into how to build trust in new business environments where language and culture
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With the advances in machine translation and machine learning, we are experiencing a shift in the general perception about the need for human translation. With free translations so readily available at the touch of a button, why should we even consider paying for translation? It’s a fair question and it’s easy to understand why some
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With the advances in machine translation, AI and machine learning, we’d be forgiven for thinking that the role of the professional human translator is becoming increasingly marginalised and under threat. At the same time, as linguists and professionally trained translators, we understand the art of translation better than anyone, the processes involved, the cognitive skills required and the
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Last week, I was fortunate enough to take advantage of the new direct flight connection between Newquay and Alicante. As I was waiting by the check-in desk, I spotted this German leaflet from Coastline Travel: I was really excited and proud to see that a Cornish business has gone to the trouble of providing a German
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