Localization is no longer just a downstream linguistic task. Today, it is an upstream strategic function one that intersects directly with brand identity, market positioning, user experience, and cultural risk management. For decades, translation was framed primarily as a fidelity exercise: accuracy, terminology consistency, and grammatical correctness. These foundations remain non-negotiable. But on their own,…
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When you expand your brand into a new market, is your message truly connecting, or is it just being understood? There’s a world of difference between the two, and that difference is where many global campaigns either succeed brilliantly or fail spectacularly. The secret isn’t just translation; it’s transcreation. For over 25 years, we at…
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Old plays, especially the works of William Shakespeare, have contributed to the introduction of many words into the English language. Here are some examples: Assassination: Derived from the assassination scene in Shakespeare’s play “Macbeth”. Swagger (to swagger): Associated with the actions and speech of the characters in “Macbeth”, this term is used to describe a…
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