August 24, 2021
Paula Ribeiro

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 a marketing campaign must be carefully designed for a foreign audience. The translation of a brand message or a company motto, for example, is of paramount importance for a global brand as it can affect a marketing campaign even before it starts.

Learning about the culture of the new market is something that should be considered during the strategic marketing planning campaign, as was the case with Braniff Airways Inc, which made international headlines in 1987 when it launched its campaign in the Spanish market. The company decided to use the same campaign as in the United States - Fly in Leather, which focused on the new leather seats of their planes, and that they translated as Vuela en Quero. The translation worked well in some Latin American countries, but failed miserably in Mexico, where the slogan also meant Fly naked, which is not something one would expect travellers to do. Neither did the company!

In most of cases, it is difficult to translate a marketing campaign from one country and one language into another, simply because they belong to different cultures. So, and to avoid this type of failure and losses, the solution is to work with competent professionals and linguists!

Paula Ribeiro
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