Expanding our business internationally can be exciting, but in order for this expansion to succeed, it is necessary to attract the international consumer and not send the wrong message, which can not only discourage the consumer from buying your product or service but can also lead to major losses for your company.
Many companies have learned the hard way that an ad or marketing campaign has to be carefully planned and translated or “transcreated”, as it is more accurate to call it, into a foreign language. The translation of a product name, for example, is of paramount importance for a global brand as it can affect a marketing campaign even before it starts.
American Motors, for example, made that mistake in the early 1970s by calling its new car 'Matador', and although that name was intended to evoke courage and strength, it was considered too aggressive for Puerto Rican consumers to call a car "killer".
It goes without saying that the name did not generate much confidence among drivers and that the losses were huge for the brand.