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 renaming SEBA, a Swiss-regulated bank, to AMINA ahead of its global launch, researching how it’d be received in 41 languages and 51 countries around the globe. The name ‘AMINA’ stems from the chemical concept of ‘transAMINAtion,’ meaning the transference of one compound to another, therefore referring to a brand driven by perpetual change. This is particularly fitting, as the bank brings traditional and modern banking together – in the booming age of cryptocurrencies – to unlock new potential for their clients.
Staying true to the origin of 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, impact, as well as cultural and religious connotations. 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
