Every yearning strikes a heartbeat: Bumpy ride for Air China’s video campaign Check it out: Bumpy ride for Air China’s video campaign (opens in a new tab)
On antipodean music, Chinese Monkey Kings and household income statistics: The world is your oyster.
Further reading
Transcreation, adaptation, cultural check, termbase: key terms of international corporate and brand communications, defined briefly and precisely by BMP. Glossary
What transcreation is, when you need it and how BMP adapts slogans, headlines and campaigns so they read as if conceived and written in the target market. Transcreation
How BMP World Wide Writers works: briefing, a dedicated team, terminology, multi-stage editing, cultural checks and secure file transfer, plus what drives cost. How we work
Reporting deadlines in Germany for 2027, Prime Standard rules on English versions, the CSRD status and a checklist for preparing the English annual report. Reporting season 2027: schedule
A guide to German-English annual report translation: which document is which, HGB and IFRS terms, Prime Standard rules, the process and questions to ask. German-English annual report translation guide
How to translate a German CSRD sustainability statement into English: back to the ESRS originals, one termbase with the annual report and questions to ask. Translating a CSRD sustainability statement
Articles on slogans, adaptation and cultural checks, in German and English. Blog
Presentation video: children imitate a rooster in different languages and show why communication has to feel local. Watch the video
Articles and finds
Coca-Cola’s culturally sensitive branding in China was an early stroke of genius. With a name that did justice to the iconographic language and the local naming conventions, they struck a clever chord with their target group. “Keka Kola” or “happy belly, happy mind” proved a great marketing success. Many years later, rival Pepsi Cola Company impresses the Spanish-speaking world with a TV ad that’s as smart as it is entertaining. PESI (typo intended) imbues its global branding with a strong local touch, thereby shedding any foreignness. Enjoy! Check it out: Coca-Cola and Pepsi: culturally sensitive branding (opens in a new tab)
Wie ist das Verhältnis von chinesischen Männern zu Frauen in der Gruppe der 25- bis 54-Jährigen? Wo bekomme ich die Flagge der Virgin Islands her? Das World Factbook bietet wichtige Fakten für Menschen und Unternehmen, die grenzüberschreitend unterwegs sind. Check it out: Das World Factbook (opens in a new tab)
Hat das Auf-dem-Kopf-Stehen Einfluss auf das Hörverhalten der Antipoden? Zu welcher Musik tanzt Kuba heute? Mit Radio Garden kannst du Radiostationen weltweit direkt auf dem Globus anwählen. Genial! Check it out: Radio Garden (opens in a new tab)
