Branding Strategy Insider

Painful Naming Lessons

How important is research in Naming? You be the judge...

1. Reebok had to backpedal after it blundered with the launch of a running shoe for women named the INCUBUS. The dictionary says an incubus is “an evil spirit believed to descend upon and have sex with women while they sleep.”

2. British shoemaker Umbro must not have been paying attention. Umbro was denounced in August 2002 as “appallingly insensitive” for using the name ZYKLON for a running shoe. That’s the same name as the lethal gas used in Nazi extermination camps during the Second World War.

3. A food company named its giant burrito a BURRADA. Big mistake. The colloquial meaning of that word is "big mistake."

4. General Motors named a new Chevrolet the BERETTA without getting permission from the Italian arms manufacturer. It cost GM $500,000 to settle the lawsuit.

5. Ford had a problem in Brazil when the PINTO flopped. The company found out that Pinto was Brazilian slang for "tiny male genitals." Ford pried all the nameplates off and substituted the name Corcel, which means "horse."

Branding and Cultural Differences - 2

Earlier in the year I touched on how marketers can get into trouble when they introduce their products to new countries and don’t pay close attention to cultural differences.  Here are more examples of botched international slogans, names and campaigns…

Brand: Parker Pen
Slogan: ‘It won't leak in your pocket and embarrass you.’
Slogan in Spanish: ‘It won't leak in your pocket and make you pregnant’

Brand: Electrolux (Vacuum Cleaners)
Slogan for their American campaign: ‘Nothing Sucks like an Electrolux’

Brand: Clairol
Name: Mist Stick (Curling Iron)
Name’s translation in German: ‘Manure Stick’

Brand: Pepsi
Slogan: ‘Come Alive With the Pepsi Generation’
Slogan in Chinese: ‘Pepsi Brings Your Ancestors Back From the Grave’

Brand: Colgate (Toothpaste)
Name: Cue
Name’s notoriety in France: A notorious porn magazine

Brand: American Airlines
Slogan: ‘Fly in Leather’
Slogan in Spanish: ‘Fly Naked’

Brand: American Dairy Association
Slogan: ‘Got Milk’
Slogan in Spanish: ‘Are You Lactating?’

Brand: Coca-Cola
Name: Coca-Cola
Name’s translation in Chinese: ‘Bite the Wax Tadpole’ or ‘Female Horse Stuffed with Wax’ depending on the dialect.

Can you think of more?

Branding and Cultural Differences

Marketers can get into trouble when they introduce their products to new countries if they don’t pay close attention to cultural differences.  A case in point: Gerber introduced baby food in jars in certain African markets.  The jars featured cute babies.  Sales were very disappointing.  When the problem was investigated, brand managers discovered why the baby food wasn’t selling.  As many people in Africa are illiterate, people generally expect labels to visually portray the contents of the package.  Cute babies were not very appetizing.

Other brands have encountered cultural problems as well:

Brand: Perdue Chicken
Slogan: ‘It takes a strong man to make a tender chicken’
Slogan in Spanish: ‘It takes an aroused man to make a chicken affectionate.’

Brand: Chevy Nova
Name: Nova
Name’s meaning in Spanish: ‘It doesn’t go.’

Brand: Schweppes Tonic Water
Name: Schweppes Tonic Water
Name’s translation in Italian: ‘Schweppes Toilet Water’

Brand: Coors Beer
Slogan: ‘Turn it loose’
Slogan in Spanish: ‘You  will suffer from diarrhea’

Make sure you understand the direct translation and the meaning of your brand’s name, slogan and advertising copy when taking a brand global. Be sure to tripple-check your sources.

Source: Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time by Matt Haig, Kogan-Page, London (2003)

Of Branding and Peace

Could people from two clashing cultures come together and build a brand promoting peace? They are trying it here, and they need volunteers for some of the heavy lifting. The last time I checked we had a shortage on peace. Maybe you can help...