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Author: Textappeal

06 August

lost in translation, translation blunder, translation fauxpas

Lost In Translation Competition

Textappeal | CultureShocks Blog

Welcome to our new Facebook competition, “Lost in Translation”. We’ll be giving away 6 insightful books for the funniest #LostInTranslation pictures or examples from around the world.

1. Marketing Across Cultures – Fons Trompenaars.

2. Lost in Translation – Charlie Croker.

3. Through the Language Glass (Why the world looks different in other languages) – Guy Deutscher.

Most brands have suffered blunders that have affected their reputation. It is important to consider cultural values, rules of conduct, humour and slang when promoting a product abroad. What you need is to get your brand’s message across in a way that will resonate well in different cultural contexts. Transcreation is the way to preserve brand integrity and minimise the risk of miscommunication or brand erosion.

#LostInTranslation examples can be found everywhere. Here we show some classic mistakes:

We are sure that you’ve come across some examples on your travels or when surfing the internet. Share them with us for a chance to win!

Terms & Conditions:

The promoter is: Textappeal Ltd (company no. 04514203 )] whose registered office is at 88 Goswell Road EC1V 7DB.
Employees of Textappeal LTD or their family members or anyone else connected in any way with the competition or helping to set up the competition shall not be permitted to enter the competition.
There is no entry fee and no purchase necessary to enter this competition.
Closing date for entry will be 14/08/2015. After this date the no further entries to the competition will be permitted.No responsibility can be accepted for entries not received for whatever reason.

The rules of the competition and the prize for each winner are as follows:

Users can only post 1 example per day.
Votes can be collected until 14/08/2015 at 12:00pm.
The winner whose example get more votes will get 3 books:

Marketing Across Cultures – Fons Trompenaars.
Lost in Translation – Charlie Croker.
Through the Language Glass (Why the world looks different in other languages) – Guy Deutscher.

The 2nd winner will get two books:

Marketing Across Cultures – Fons Trompenaars.
Through the Language Glass (Why the world looks different in other languages) – Guy Deutscher.

The 3rd winner will get 1 book:

Marketing Across Cultures – Fons Trompenaars.

The promoter reserves the right to cancel or amend the competition and these terms and conditions without notice in the event of a catastrophe, war, civil or military disturbance, act of God or any actual or anticipated breach of any applicable law or regulation or any other event outside of the promoter’s control. Any changes to the competition will be notified to entrants as soon as possible by the promoter.

The promoter is not responsible for inaccurate prize details supplied to any entrant by any third party connected with this competition.

No cash alternative to the prizes will be offered. The prizes are not transferable. Prizes are subject to availability and we reserve the right to substitute any prize with another of equivalent value without giving notice.

Winners will be chosen as a result of a popular vote conducted via social media sites.
The winner will be notified by Facebook and/or email within 28 days of the closing date. If the winner cannot be contacted or do not claim the prize within 14 days of notification, we reserve the right to withdraw the prize from the winner and pick a replacement winner.
The promoter will send the prize by post mail within 10 days after the notification.
The promoter’s decision in respect of all matters to do with the competition will be final and no correspondence will be entered into.
By entering this competition, an entrant is indicating his/her agreement to be bound by these terms and conditions.
The competition and these terms and conditions will be governed by English law and any disputes will be subject to the exclusive jurisdiction of the courts of England.
The winner agrees to the use of his/her name and image in any publicity material. Any personal data relating to the winner or any other entrants will be used solely in accordance with current UK data protection legislation and will not be disclosed to a third party without the entrant’s prior consent.
Entry into the competition will be deemed as acceptance of these terms and conditions.

30 June

#SMday, How will you celebrate it?

Textappeal | CultureShocks Blog

Today is the #SMday (Social Media day) and the best way to celebrate it is with a Social Media lunch introduced by Loveurope‘s Marketing Manager Stephanie Melodia where all attendees learnt interesting facts about how Social Networks are changing our lives.

To make the day funnier we have recorded a report with some members of the team.

12 June

Cannes Lions Festival 2015: 21st – 27th June How To Translate Global Brands to Local Social Media

Textappeal | News

Textappeal will be holding its annual Advisory Board Breakfast at the Cannes Lions Festival this month.

This year will play host to Marketing Directors from the Top 100 global brands. Past participants include leaders from Coca-Cola, Diageo, P&G, Huffington Post, Facebook and Google.

The topic of the event will be ‘How To Translate Global Brands to Local Social Media’, where the keynote speaker will present current issues many brands are facing in today’s digital climate, and – with like-minded peers around the table – share insights to overcome such challenges.

The Advisory Board Breakfast will be held on Tuesday 23rd June, by invitation only. Enquire here if you are interested in registering.

The Founder & Director of Textappeal, Elliot Polak, has been a frequent speaker at major industry events, including Cannes, for seven consecutive years. He also regularly contributes to industry publications such as The Internationalist and AdMap.

06 May

Textappeal Shares Cultural Insights at NYT Luxury Summit

Textappeal | News

Alongside Aston Martin, Bang & Olufsen, Georg Jensen, and Goldman Sachs, Textappeal has been asked to hold a talk at the international New York Times Luxury Summit. The event takes place May 19th the Four Seasons Hotel in London.

Textappeal will highlight “The do’s and don’ts of culture, reputation and collaboration”. In company of C-suite executives from around the world, we will address the challenges facing global brands to manage their reputation in a digitalised world. Check the agenda on the Luxury Law Summit’s website.

To find out how Textappeal can help you manage your global brand reputation, contact us on info@textappeal.com

19 March

World’s Largest Advertiser Changes Business Model. Why?

Textappeal | CultureShocks Blog

Secret deodorant’s “Like A Girl” video was watched 85 million times around the world. Is this just a strike of social media luck for Procter & Gamble – the world’s largest advertiser with a spend of $8.6 billion for 300 brands? Or is it part of a new global strategy, led from the top down?

In an interview with Forbes, Marc Pritchard, Procter & Gamble’s Global Brand Officer, shared with contributor Avi Dan why the company has decided to make a quick, massive shift to a “digital first” business model.

Here are 7 highlights.

“It’s because of work like that (Like A Girl) I am so bullish on the future of marketing and the tremendous value it creates. It’s a different mindset (…). Take a brilliant brand idea and express it across the vast array of media, to paint a masterpiece that connects with consumers and builds sales and profits.”
“For shareholders, (digital technology) provides above-average returns on our investment. This is why P&G is quickly shifting to a digital-first approach to building brands.”
“The media created by digital technology is where consumers are spending their time. Around the world, up to half of people’s media viewing time is spent on digital, with about a third of that on mobile.”
“The use of digital technology for creativity is at an inflection point, one of the most important moments we have ever seen in the history of advertising.”
“We have the capacity to reach people in more ways than we ever dreamed possible, and make brands a presence in people’s lives throughout their days.”
“When you enter the digital world and social media, consumers can quickly sniff out when you are not authentic.”
“I (tell) our people to look beyond the obsession of technology and turn our attention to what really matters – the consumer experience.”

Read the full article here.

For a conversation about how Textappeal Global Social Media Solutions can help your brand, email Sergio at sergio.arboledas@textappeal.com

17 March

3 Marketing Tips To Snack On A Global “Fracas”

Textappeal | CultureShocks Blog

Riding the media wave of “bad boy” TV presenter Jeremy Clarkson’s suspension by the BBC – due to his alleged punching of a producer who served the wrong food after a long day of on-site shooting, referred to as a “fracas” by the broadcaster – Mars promptly sent him a box of 48 Snickers with the slogan “YOU’RE NOT YOU WHEN YOU’RE HUNGRY”.

With a single light-hearted gesture and tweet, Mars taps into the popularity of a show had a weekly audience of 350 million people in 70 countries, and an online petition of over 800,000 followers.

Brands looking to successfully pull off such a stunt need to follow 3 simple rules:

Be prepared for the unexpected, to leverage relevant events around the world as they happen.
Stay 100% consistent with your brand values, tone and message.
Have deep understanding of local culture, to join the conversation at the with the right twist at the right time.

For the full story, read here.

For a conversation about how Textappeal Global Social Media Solutions can help your brand, email Sergio at sergio.arboledas@textappeal.com

11 March

Need to Communicate with a Global Audience? There’s an Emoji for That.

Textappeal | CultureShocks Blog

If you’re still using traditional emoticons in your texts or messaging, like this 🙂 or this 🙁 or even this :P, then you may want to think about upgrading your game. Emojis have taken smartphone users by storm and are the new language in global social media. Consumer brands are now eyeing ways to tap into this unique communication tool for cross-marketing purposes.

Originally developed by Japanese mobile operators, emojis – literally meaning ‘picture’ (e) and ‘character’ (moji) – have been rapidly adopted into iOS and Android platforms, giving smartphone users the ability to vividly express themselves. Because emotions don’t always come across in text messages, emojis allow people to insert a range of different feelings, from happiness or anger to sarcasm or inside jokes.

Emojis aren’t just limited to cute faces. Emojis for food, drink, vehicles, animals, and nature can convey a range of different meanings. Brands have adopted this red-hot trend in order to tap into the coveted Millennial market, who researchers say prefer communicating through pictures rather than words. The popularity of emojis goes even beyond Millennials. According to an infographic in Adweek, over 92 per cent of the global social media population of any age uses them at any given time.

So how can a company effectively use emojis in its messaging? Several high profile brands have taken up this social media challenge. Twitter seems to have been on the leading edge of cashing in on custom emoji when it created Coke bottles that appeared alongside a user’s message when he or she included the hashtag #shareacoke. The microblogging site also experimented with custom branding by partnering with Star Wars in anticipation of the franchise’s newest release, The Force Awakens. Even the Pope got his own set during his visit to the United States.

One question for brands to consider is if there are any pitfalls to avoid when using emojis in messaging? Hootsuite, a Twitter management client, offered a list of ‘do’s and don’ts’ to consider when using emojis, including using them for cryptic or serious messages (they are, by default, supposed to be lighthearted). Another consideration is whether emojis even work for your brand? What works for Burger King may not translate as well to IKEA’s audience.

There’s one last reason for why emojis are so popular at this moment. Even though they were developed in Japan, emojis cross both cultural and language barriers. Instead of speaking to an audience only in English, German or Chinese, emojis are a kind of multilingual social media. For consumers, emojis are a tool that can help a person communicate universally, while adding creativity and emotion to a message. For brands, emojis ease problems with message, and offer a solution to unique social media challenges.

10 March

Air Transport Seminar

Textappeal | News

As a part of its 2015 Air Transport Seminar conference in Sapporo, Japan, Airbus asked Textappeal to share its expertise with leading Japanese carriers on the topic “Delivering Brands Across International Boundaries”.

Featuring transcreation case histories with carriers such as Virgin Atlantic, American Airlines, Tigerair, Cathay Pacific, KLM and British Airways, the talk received high praise,according to the organizers, for its practical cultural insights on brand translation and its success in captivating the audience.

Beyond transcreation excellence, Textappeal is committed to bringing best cross-cultural practice to life for leading brands and their agencies.

For organisations interested in featuring Textappeal Thought Leadership at one of their international events, please email us.

05 February

Social Media Brand Posts: Beware of the “Butterfly Effect”…

Textappeal | CultureShocks Blog

Mind your brand reputation

Today, one misjudged tweet can have disproportionately punishing effects on a brand’s global reputation. It can precipitate your organisation into sudden crisis mode, and quickly explode into the ultimate international marketer’s headache.

The international condom maker Durex experienced this first hand. To differentiate itself, the brand’s communication tends to be edgy and humorous across all its markets. But when one of their – presumably unchecked – local social media moderators in South Africa crossed the line into distastefulness, outrage rippled across geographies.

Here is the tweet:

Following protests by individuals and women’s rights organisations around the world, Durex headquarters was forced to recognise the backlash and make not one, but a series of public apologies.

Social media is a huge opportunity for international brands, but without the right local market protections, every unchecked post from any country has the potential to trigger a “butterfly effect” – where a flap of the wings on one side of the earth provokes a typhoon on the other.

In the words of business guru Ryan Lillyguru: “a brand, once local and temporal, is now global and forever. That’s the blessing and the curse of the internet with regards to your reputation.”

31 December

NEW YEAR COUNTDOWN (Day -1, American Airlines. How to make your customers happy.)

Textappeal | CultureShocks Blog

Our last blog post for this year is an excellent example of how a social media account should be run nowadays. (more…)

Author: Textappeal

Lost In Translation Competition

Textappeal Shares Cultural Insights at NYT Luxury Summit

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