Are translation memory systems useful when it comes to marketing translations? The short answer is: yes, they are. And in fact in several different ways. The challenges faced by the marketing industry have also increased enormously in recent times. Rapidly increasing volumes of content in the World Wide Web, ever shorter product life cycles with an avalanche of new updates for product descriptions, catalogue contents etc., have created an almost overwhelmingly amount of administration work. And all this with the need to create a consistent brand image in all the required languages: It is now almost beyond the capacity of the human mind to ensure that precision technical terms, wording, slogans and memorable adverts are used uniformly. Customers will only buy your product if they have enough information about it, expressed in a way they can easily understand, in their own language. There are no hard and fast rules about where translation memories should be used when it comes to marketing. The fact is that our translators use TMs to translate technical documents and marketing texts, day in, day out, year after year. These systems give them the opportunity to achieve better linguistic authenticity in different translation languages, for example, by creating sentences from one or more phrases or by splitting long sentences into several parts. You can’t usually tell where and when a TM system has been used. They provide translators with an easy way to search through TMs and terminology databases, to ensure that their translations are always consistent with the brand image. If the text changes significantly (keyword: copy writing and creative translation/transcreation), it should be translated without using TM systems. Transcreation is subject to its own set of rules, and translation systems may place too many restrictions on imagination and creativity.