Viewing entries tagged with 'lost in translation'

Lost in Translation: Honda Jazz not Fitta

Posted by Amanda Searle on 17 December 2015

honda logo The business case for undertaking thorough cultural analysis when marketing to particular cultural segments cannot be overstated. While this blog series of ‘Lost in Translation’ bloopers may bring a smile to your face, I’m sure it is not the case for the Marketing Executives and General Managers caught up in these damaging and costly blunders –...

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Lost in Translation: Soft Drinks, Hard Lessons

Posted by Amanda Searle on 21 September 2015

Pepsilogocropped The 70s saw fierce competition for market share by the two major cola brands – Coca Cola and Pepsi Cola. The ‘Cola Wars’ ensued, consisting of massive advertising campaigns and expansion into emerging markets, such as Asia. Most of us recall the ‘blind taste test’ which was won by Pepsi. So how then did Pepsi...

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Lost in Translation - the Nissan Breakdown

Posted by Amanda Searle on 24 June 2015

nissan logo In an attempt to increase penetration rates amongst persons of South Asian origin in Canada, Nissan Canada recently executed an advertising campaign using ‘Hinglish’, a mixture of Indian and English languages. It was designed to speak to South Asian Canadians in a friendly voice. However, it may not have been received by its South Asian...

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Lost in Translation - Gerber Happy Baby

Posted by Amanda Searle on 18 March 2015

gerber-baby.jpg Most marketers and business managers agree – segmenting by culture and developing appropriate marketing messages that resonate with specific cultural communities will increase penetration rates in emerging market segments. This does not mean that you can simply translate the messages into another language, and use an image of a person from the targeted culture. Effective cross-cultural communication...

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