Project scope: Regional verbal identity adaptation and campaign copywriting.
Services: Verbal identity, slogan adaptation and regional campaign content.
The context
As part of a project led by EHYLAG, Allianz needed to adapt its renewed brand identity and global slogan, Those who dare, for Latin American markets.
The challenge was to preserve the spirit of the global brand while ensuring its message felt natural, relevant and appropriate across a region with diverse cultural and linguistic nuances.
Nogahl contributed its verbal branding expertise, developing the regional adaptation of the slogan and working on campaign copy to bring global creative ideas into the Latin American context.
The challenge
Adapting a global brand is more complex than translating its words.
A concept that feels bold and inspiring in one language or market can carry different associations elsewhere. In Spanish, for example, the possible interpretations of dare vary depending on the expression and context. Some literal translations can sound overly provocative, feel out of place or suggest meanings that differ from the original intention.
The task was to preserve the ambition and attitude behind Those who dare without relying on a translation that might not work naturally across the region.
This required finding a verbal direction that could retain the global idea while allowing the brand to communicate with clarity and consistency in different Latin American markets.
The role of verbal identity
Verbal identity adaptation helps a global brand maintain its character while speaking in a way that feels natural in each market.
The objective is not to replace the original concept, but to understand what makes it meaningful and find the most appropriate way to express that meaning in another linguistic and cultural context.
For Allianz, this meant considering the associations, tone and implications of the language used, ensuring that the regional expression remained aligned with the intent of the global brand.
The slogan became a key part of this process: a concise expression of the brand’s attitude that needed to work beyond the language in which it originated.
From global concepts to regional campaigns
Beyond the slogan adaptation, Nogahl worked as a regional copywriter, translating global campaign ideas into content suited to Latin American audiences.
This involved more than translating individual lines. It required adapting expressions, messages and creative concepts so they would read naturally in Spanish while retaining the intention and direction of the original campaign.
Working across the verbal identity and campaign content helped connect the global creative platform with its regional execution, balancing consistency with cultural relevance.
One global idea, many cultural nuances
The Allianz project illustrates an essential aspect of branding: consistency does not always mean using exactly the same words everywhere.
A global brand needs a recognisable identity, but the way that identity is expressed may require thoughtful adaptation to different languages and cultural contexts.
Through verbal identity adaptation and regional copywriting, Nogahl contributed to bringing Allianz’s global brand direction into a Latin American context.
A global brand doesn’t need to speak exactly the same way everywhere. It needs to preserve what makes it distinctive while finding the words that resonate locally.