Yes, that’s right! HSBC, one of the largest wealth managers ­in the world, learned it the hard way. “Assume nothing”, their seemingly simple slogan, was literally translated (we could say “mistranslated”) in some languages to something closer to “do nothing”. The message was exactly the opposite of the one HSBC wanted to convey.

After all, “assume nothing” was a call for clients to rely on the bank’s wealth management advice, which was dispensed at a fee. The message was: “things are volatile and tomorrow can look radically different from today; secure your future by using our services while you still can”. The failed translations, despite accurate in a superficial sense, missed the mark entirely: indeed, “do nothing” inadvertently encouraged HSBC’s clients to sit on their portfolio, which meant no fee for the company to collect.

This infamous blunder eventually motivated, the Financial Times suggests, a rebranding effort that cost around $10 million.

You don’t need to make the same mistakes. Our transcreation and localization team is here to help you.

You can expect quite a lot. Find more details below:

1. Creative Adaptation: We go beyond literal translation to capture the essence, tone and emotional resonance of your original message. We creatively adapt slogans, taglines and any other kind of marketing content to maintain the impact and appeal intended by your original text. In translations for marketing or artistic purposes, we can creatively interpret metaphors, imagery and cultural references.
2. Cultural Sensitivity: We consider your target audience’s cultural profile, values, sense of humor and preferences when adapting content. We ensure that your message is culturally appropriate and resonates with your target audience without causing misunderstandings or offense.
3. Adherence to Brand Voice: We preserve your brand’s image while adapting your content for different markets. We ensure consistency in brand messaging and positioning across languages and cultures.
4. Linguistic and Creative Expertise: We have expertise in both English and European Portuguese and a deep understanding of cultural nuances. We combine linguistic proficiency with creative skills to craft compelling and culturally relevant content.

You can expect plenty!

1. Language Translation: We translate text and multimedia content from English into European Portuguese and vice-versa. This ensures that information is accessible and understandable to local users.
2. Cultural Adaptation: We address cultural differences in values, beliefs, norms and preferences. It may involve adjusting imagery, colors, symbols and references to align with local customs and cultural sensitivities.
3. Technical Adaptation: When required, we adapt currencies, units of measurement and even formats and layouts to comply with local standards and user expectations. This ensures usability and functionality in your target market.
4. User Experience (UX): Depending on your requirements, we may enhance user experience by ensuring that navigation and user interfaces (UI) elements are intuitive and culturally appropriate. To do this, we often collaborate with a design team.