It is crucially important for companies with global ambitions to conduct in-depth and more-than-adequete research before introducing a brand into the international marketplace.
It is absolutely essential that any brand-builder, marketer and advertiser do his homework and understand the inner workings of a culture, so that the following faux pas can be avoided:
Clairol introduced the “Mist Stick” curling iron into Germany with not much success. Later they find out that “mist” was slang for manure. Not too many people had use for the “Manure Stick.”
How easily even “experts” can sometimes fall victim when their in-house marketing department is not fully aware of the local culture. Consulting external (yes, those who are outside of the comfort zone of your internal staff for “out-of-the-box” thinking) professional consultants, especially brand strategy specialists with solid intercultural understanding. Because, the simplified approach of literal translation of your slogan could make or break your brand. And we all know how costly and time-consuming it is to fix a poor brand reputation!
Inspiration: The Thinking Blog