In this fast-paced and commodified economy, it just seems that you can put a price tag on almost anything. But there are certain things that you can’t mass produce and expect the same results every single time. An example of this is translations.
Even if we can’t commodify translations, it can’t be denied the significant role of marketing translations for retail goods, especially when it comes to luxury items. Unlike conventional retail products, luxury items have a different value system that makes them worth more.
But we come across a problem in not commodifying translations: how do we guarantee their quality, especially when communication is crucial in globally marketing luxury items?
Today, we will examine this issue and take a hard look at how we as a society perceive value and meaning not only in translations but in certain commodities, like luxury items.
If you want to learn more about what we discovered through our interview with a leading language expert and owner of a marketing translation agency regarding this issue and the unique relationship between the language industry and the retail sector, keep on reading!
Tomedes’ Pursuit of Meaning: Insights from 15 Years of Globally Marketing Brands
In writing this piece, we were fortunate enough to talk with Ofer Tirosh, the CEO and founder of Tomedes, a marketing translation services agency trusted by thousands of international brands from small and medium enterprises to Fortune 500 companies in promoting them in any market across the globe.
We interviewed Ofer not just because of his experience in managing marketing projects for retail and luxury brands but because of his interesting perspective on some issues in the language industry. For example, his point of view on machine translations and their application in preserving dying languages for future linguists and anthropology researchers to review and study.
Before we get into the nitty-gritty details of our discussion on commodifying translations, we first had to go back to the basics and have him define what marketing translations are?
According to Ofer, based on his experience in handling marketing projects for 15 years, unlike other forms of translations, they’re not just hiring native translators but also SEO and marketing specialists knowledgeable of the target market the brand is trying to enter. The translation has a crucial role: to ensure that their branding is relatable to the target customers through various mediums, from hard copy materials to social media campaigns.
For him, the brand’s messaging and meaning are vital because, in his line of work, the context of any marketing can get “lost in translation” and could lose its pervasiveness to its audience. Marketing is all about making the audience aware of a brand and catching their attention that would compel them to buy its products and services.
The Similarities and Differences of Luxury Brands and Translations
During our discussion, we asked Ofer about his opinion if there were any shared similarities between luxury brands ( a commodity) and translations (a non-commodity).
“If there was one similarity between luxury brands and translations, it would be the meaning in their product. For luxury brands, the value of their product comes from what it means for their customers to purchase their brand. As for the final product of translations, the meaning of the text is crucial as it connects and affects its target audience,” Ofer explained.
The differences between luxury goods and translations come from one can be replicated and mass-produced as it’s tangible while the other can’t be duplicated because of different factors.
For example, in marketing translations, Ofer explained that even though they were to translate the same marketing message across different countries, they would have to adjust the wording to fit the cultural preferences of their target audience.
What Makes a Commodity a Luxury Item?
Let’s get a bit philosophical for a bit. If we were to take a step back from how our society functions and our roles, there is no meaning to what we do. There’s only meaning when it comes down to how we perceive it to have meaning. This is essentially at the core of Existentialist philosophy.
If we were to examine why some commodity goods are considered luxury items while others aren’t, it all comes down to how they have branded themselves and the psychology of the consumer. There has been significant research showing that some customers feel like their self-esteem increases or they have a sense of belongingness if they purchase a specific luxury item that they emotionally connect to.
Many global luxury items heavily rely on the marketing translation agency to ensure that they maintain or enhance their emotional branding with their international customer. In this situation, it’s not just the commodity’s quality that becomes a factor in being deemed a luxury item but comes down to the relationship these brands have developed with their audience.
What Makes Translation a Non-Commodity?
Besides being an intangible commodity until you see the finished product, the translation process can’t be replicated for all projects. We asked Ofer what factors would make marketing translations and other types of translation impossible to commodify.
“In managing a remote-first marketing translation agency, I’ve worked with several translators over the years. Because each person is different, the consistency in the quality of translations can vary from person to person. For this reason, we utilize advanced technology and have a clear work management system to ensure that we’re providing the best translations,” he explained.
Another factor why translations can’t be commodified is that “meaning” is malleable. One word could mean something for one culture, and in another culture, even if they use the same language, it could have an entirely new context.
The Issue of the Subjective Nature of Value
In our conversation regarding the role of a marketing translation agency, Ofer brought up the issue of the subjectiveness of value and why it can be challenging for any business to market themselves, whether it’s their first time or they’ve been doing it for years.
“For commodity brands, it’s easier because it’s tangible. For non-commodity brands, like translations, geared toward service-oriented purchases, it can be a little harder to sell the value of your brand,” Ofer explained.
He continued, “But with our situation at Tomedes, what worked for us was the brand trust that we developed through the years with our long-time business clients. It’s also by how we deliver through with our brand promise in ensuring that their needs are our top priority.”
In the Age of Machines, Can We Finally Commodify Translations?
But we wondered if mass production is the problem, why translations cannot be commodified, and why can’t automated translations be a solution for any marketing translation agency seeking to have their multilingual marketing content be uniform?
Ofer explained that although they use advanced translation technology in their operations, they have native translators managing the process because the current technology isn’t a hundred percent accurate.
“When it comes to marketing translations, every word should move the customer through its meaning, which is why human expertise is needed for translation because machines can mimic but can’t create it,” He said.
Marketing Translations’ Importance in Promoting a Brand Value Worldwide
By now, we’ve hammered home how crucial marketing translations are in communicating to global customers about a brand’s value, especially for luxury brands.
So let’s try to answer the why part. Why does this matter in promoting brand value worldwide?
Throughout our talk with Ofer regarding the translation industry, retail sector, and the intersection where these two meet through marketing, he said that before he begins to go through a marketing project, he first asks the client what they envision the multilingual content to be for their audience.
“It always starts with their brand’s story. It’s either their origin or their aspirations for the future of their company. I guess that’s how life is for us humans. We try to make sense of the world through stories. Once you understand that core need for connection through story building, you can successfully build a better relationship with your customers,” Ofer explained.
Should We Bother Commodifying Translations in the First Place?
When I asked Ofer about it, he replied with a question: “Would that make much of a difference to my marketing translation agency if we commodify it?”
It could be because it would make all translations follow a specific price point and be uniform in their quality.
But then again, if we were to go back on the definition of value, it is meaningless on its own but valuable to someone because they have placed value into it. You can’t really put a specific price tag on translations because it’s an act of human connection, which we can observe through how global consumers can relate with one another through a brand that they emotionally connect to.