The seamless journey from one luxury market to another
The seamless journey from one luxury market to another

Luxury isn’t just in the stitching. It’s also a state of being.

Every word, image, and memory associated with your luxury brand should deliver a specific feeling.

But when your brand goes abroad, how many of those elements are lost in translation? Read further

The hidden secrets behind luxury resort localisation
The hidden secrets behind luxury resort localisation

Greece. Dubai. Jordan.
These were just a few exclusive locations of the luxury resorts who solicited my agency for localisation work over the past month.
And beyond the exciting new learnings about the Dead Sea and Petra (of which there were many!), I was reminded of some crucial considerations we must observe when localising luxury… Read further

The Ins and Outs of Luxury Translations
The Ins and Outs of Luxury Translations

Over the past month, I started translating a fascinating (and deeply insightful!) book about marketing within the luxury business.

One of the key principles behind the book is that we can learn a lot from luxury brands in their approach to customers and sales, and – crucially – how the exclusivity, style, and reputation of a luxury brand can influence its customers.

Why do some brands become stars, earning a well-deserved front seat in the lives of their consumers, while others trail along hoping to catch their prospects’ eye?

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From Localisation to Search Optimisation: 4 Steps to Rank Higher on Yandex
Keyword research in Yandex  

The truth is, localisation doesn’t stop at the translation phase.

Once a website has been translated, there’s an entire digital marketing eco-system to consider in order to get your content in front of the right audience.  

A key component of this process is using local SEO tools like Baidu, Yandex etc. (depending on the market you are going to penetrate).

At 20 years old, Yandex is Google’s predecessor and older sibling.

And it has an extremely loyal following in Russia!

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How Transcreation can help your business reach out to the Russian-speaking audience
friends

Bi-linguals: have you ever tried watching the TV show FRIENDS in your second language?

For those of you who have attempted this, you may have noticed that jokes that don’t translate are cut out entirely from the series.

The reason this is done?

Because if you truly want to create something that is specific to an audience, the words you use, the humour, and the references will take on a completely new dynamic as they translate across cultures, customs, and linguistic boundaries.

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Why you need a new marketing translation strategy
Why you need a new marketing translation strategy

The work that goes into a good marketing translation is consistently and critically underestimated. High-profile campaign communications put your reputation at stake, and a cultural mishap can result in irreparable damage to a brand image, not to mention considerable financial losses. So why is marketing translation so undervalued?

Let’s go back to the original content. You likely have a dedicated team, who research and craft the copy together. The campaign then probably goes through several people and numerous rounds of revisions, with everyone taking time to make sure the final copy is perfect. Marketing copy can go through several writers, editors and whole marketing and research teams over weeks, months and even years before final approval is given.

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Successful e-commerce strategy for Russia: are you speaking your customers’ language?
Successful e-commerce strategy for Russia: are you speaking your customers’ language?

When you launch an online business in a new country, maximum visibility and optimum conversion are of the utmost importance. The only way to achieve these objectives is by connecting with your prospective customers. So why are so many international businesses and large-scale organisations still not localising their content for their new target audience?

The best way to get ahead of the competition is to learn from their mistakes. The vast majority of market entry errors are made when companies fail to put themselves in their consumers’ position. If you are a Russian internet user looking to buy a new electronics product, you are far more likely to spend more (if any) time on a website in your native language.

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