LAUNCHING GLOBALLY WITH LOCAL PERSONALITY
Dragons Group, “the next generation of agency”, is a creative consulting agency which curates innovative brand strategies. They work hand-in-hand with their clients to establish new processes from the ground up to support totally a new marketing infrastructure. Every solution is bespoke.
We supported Dragons Group with the renaming and global launch of a financial institution, researching how it’d be received in 41 languages and 51 countries around the globe. Staying true to the name of the group was a central point in this operation, maintaining its dual meaning and tone of voice in such a large scale launch was no doubt going to prove challenging.
ASKING THE RIGHT QUESTIONS
To cover so much ground, WIT enlisted the help of two experts per market and created a market survey designed to tackle launch from all angles. Bringing their cultural awareness and linguistic magic, the team delved into the intricacies of each language and identified potential pitfalls in wordplay, cultural and religious connotations, and impact. They shared their key findings, local feedback, and recommendations to check whether the brand’s identity would transcend borders and languages. (Spoiler alert: it did!)
WIT then synthesised all the information into a comprehensive yet digestible final analysis to support them in their final decision.
It was a lot of fun to work on it!
Evgenia, Russian translator