Careful what you name your product
  • “Matador” has a glamorous image to Americans as
    the powerful figure in the bull fighting arena. When
    American Motors put the name on one of their cars
    the good people of Puerto Rico were reluctant to
    buy them. The reason, in Spanish Matador means
    “killer”.

  • A cooking oil brand being marketed in Latin
    American had been translated into Spanish as
    “Jackass Oil.”

  • Schweppes Tonic Water was translated into Italian
    as "Schweppes Toilet Water."

The global economy is a ripe source of growth for
businesses. Despite what the media is popularizing, there
are still some very vibrant economies hungry for new
products and services. As you recognize how you can
benefit from these global opportunities you should take
the time to learn the customs, slang, and what your
product’s name means in the new location.

Failure to do so could make you product infamous as a
cultural or translation faux pas.

You have probably heard the phrase, “it loses something in the translation”. Sometimes the translation carries an
entirely different meaning. Here are a few examples:

  • The cereal “Bran Buds”, made by Kellogg’s, was introduced to Sweden and soon underwent a name change.
    “Bran Buds” in translations is about the same as “burned farmer”.
with Pepsi” into Chinese as "Pepsi brings your ancestors
back from the dead."
  • When Va Bene, an expensive Italian restaurant,
    opened in Shanghai local residents chuckled.  In
    Italian restaurant's name means “it goes well” but
    in Shanghainese it sounds like the phrase for “not
    cheap”.
About Max Impact

Max Impact is a strategy and leadership development company
based in Rochester Hills, Michigan.  Products and services
connect teams to a shared vision of success in a troubled or
rebounding economy.

For information about Max Impact, visit
www.getmaximpact.com, call 248-802-6138, or write
info@getmaximpact.com.  
©2009 Max Impact Corporation
Rochester Hills, Michigan, USA
www.getmaximact.com.