Expanding into new markets: how to make the leap across linguistic divides with transcreation

Expanding into a new market is a tricky business. You’ve laid out a sales strategy, hired staff in the region and budgeted for your launch – and then one poorly chosen slogan ruins it all before you’ve even begun. With the help of Mercedes-Benz and Kentucky Fried Chicken, we explain how a single translation can make or break your new venture.

Have you ever wondered why your punchy advertising slogan or surprising marketing campaign is more popular in one place than another? Foreign markets offer enormous potential – but only if you can pick your way safely across the linguistic minefield that they present. After all, the rules of the marketing game often change dramatically as you leap across the language divide. You probably already know that a word-for-word translation is unlikely to cut it on the international stage. But did you also know that you might also need to change your slogan completely, strip out the emotion, or make it much more polite?

A fast-paced journey into death

Even renowned companies like car manufacturer Mercedes-Benz have had to learn this lesson the hard way. In an attempt to gain a foothold in the Chinese market, the brand decided to change its name to “Bensi”. The marketing department thought that the shorter name would be easier for Chinese consumers to remember. What they didn’t know: “Bensi” in Chinese means something like “rush to die”. The brand got itself back on track by changing its name to “Benchi”, which roughly translates to “breathtaking speed”.

Keep it simple – except in Brazil

Words are like gestures – the same thing can mean something very different depending on where in the world you are. Take Germany, the Netherlands or Denmark, for example. Here, clear and direct communication is preferred – no guessing or reading between the lines. You say what you mean, and you mean what you say. Focusing on emotions rather than facts just makes you sound evasive or unserious. By contrast, Brazilians prefer expressive, emotional communication. This might sound like an easy option for aligning with your emotional US slogan – but while a US audience responds well to the KISS principle (“Keep it simple, stupid”), Brazilians are much less direct. They rarely give a clear “no”, and respond positively even when they have to turn down an offer. Taking the German or even the US approach here would come across as rude, not persuasive.

And it’s a whole new ball game again elsewhere. Sweden and Japan are masters of subtle hints, while the UK seeks a harmonious balance between clarity and courtesy. British communication is like a tea party: open, but with clear rules of etiquette.

Four questions to help you conquer a market

It should be clear by now that communication is not uniform. Respecting and understanding cultural differences is the cornerstone of successful international advertising. The key to conquering new markets is to understand your target audience. Ask yourself:

• How do people here think?
• Which emotions and messages elicit a reaction from them?
• Which communication channels do they prefer?
• Do they like a formal or a more casual approach?

The art of formulating the right message for each language group is called transcreation. The focus isn’t on consistent content, but on getting the right response from the audience, even if this requires a completely different message.

The right way to chicken

A great example of this is the world-famous Kentucky Fried Chicken slogan, “Finger lickin’ good”. In the Chinese translation, this initially became an unappetizing invitation to eat one’s own fingers. Following this faux pas, the fast food giant changed strategy and opted for transcreation instead. It developed a new, localized slogan: “We do chicken right”. It might not sound particularly impressive in English, but it was a huge success in China and positioned the brand as a trustworthy provider of high-quality ingredients.

The message you want to convey may differ in different markets. This makes it all the more important to understand and play with the culture and language of the target country. Thinking of making the leap? We’d be delighted to help cushion your landing.

Cover image via unsplash