Bruno Herrmann — Global Leader, Expert and Advisor in Digital Experiences, Products and Concepts — outlines his “Global Effectiveness Framework” in this illuminating VTQ article. His key to engaging with local customers in a meaningful way? Aligning your team around a set of requirements: using the right semantics, style, vocabulary and terminology, visuals, and ecosystem. To truly reach a local audience, you have to make sure your content conveys the exact same meaning to the audience as it does to you, despite a change in language. That means making sure your terminology and style resonate with your target language and culture, and that you enforce consistency across your team.

At Chillistore, we specialize in understanding cultures. Our team is aligned around the understanding that what appeals to one audience might completely miss the mark for another, which is where translation can run into hiccups. Transcreation is one of our most important service offerings. We create content in-country, using a team of experts in that language and culture, to ensure accurate content that hits the mark every time. What do we mean by “hitting the mark?” Understanding cultural references; knowing which tones are appropriate for which cultures; and ensuring that we maintain the core of a client’s messaging, despite creating it in a new language. Quality content reflects a deep understanding of its audience. And quality content is meaningful content. 

Read Bruno’s full article here.