The sixth in a series, this week we look specifically the importance of global linguistic and cultural checks:
6. Ignoring global implications
Every company wants to avoid translation disasters. We’ve all heard the many stories (or myths) around names that fail the transition across borders – like the Chevy Nova in Latin America, or Microsoft Vista in Latvia.
Yet it’s surprising how many global brands continue to launch names that are inappropriate in one – or even many – cultures, by ignoring the rigor of a linguistic disaster check. This happens, particularly, when a brand or product is only being considered for local launch, or with limited expansion into other markets.
In today’s global economy, a thorough global linguistic evaluation is a must. With greater access to information, more and more people can pick up on issues – and talk about it. And with greater influences from other cultures, and the rich cultural diversity of people in most countries – even when it’s local, it’s global.
Check names with native, in-country linguists. Idioms, slang and cultural associations vary from country to country, even if the same language is spoken. And, this way, you make sure your name says only what you intend it to say.
