Brands Lost In Translation

In beautiful Falsterbo in SW Sweden, a hilarious reminder last week that common sense in one language can be nonsense or even comedic in another. How early, if at all, in your new market entry process do you “road test” your brand names when moving into a new geographic market? This might be water off a duck’s back in consumer retail but you will be surprised how many business in other sectors (financial services, insurance, gaming, luxury) overlook this simple and costly step. Don’t fall into this trap. 

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