Unmistakable words: text for brands

In our consumer-driven society, brands are of great importance. We all have our favourite brands, whether it concerns our morning muesli or our evening clothes. For this reason, advertising copy presents us with a fresh challenge every time, because it needs to reflect and represent the brand just as much as advertise it. This requires a deep understanding not only of the brand and its products, but also of the target audience. How does the target group speak? What do they like to hear? Why do they buy this product and what connects them to it?

It is always best if the copywriter belongs to the target audience him- or herself, or can empathise with that group so strongly that he or she knows: this text will hit the target. That is why our advertising copywriters are so passionate about what they do. They love products and brands, and relish the challenge of writing for different target audiences. The task of translating an advertising text, strapline or slogan into a foreign language is always a special challenge. A simple translation is never enough. Rather, what is needed is an adaptation or transcreation. This means that the content of each text needs to be reinterpreted for each language, because regional understanding of brands may differ, just as the attitudes of the target audience, the relevant culture and the way of using language. A slogan or headline that has proven successful in English may completely miss the particular brand image if translated word for word into Italian, for example. That is why we attach the greatest importance to the smallest details of language. And why we treat the adaptation of advertising copy with as much passion and commitment as we do the creation of advertising texts.