Avoid Global Branding Fails: 3 Simple Rules

Stop me if you’ve already heard these, but here’s a small sampling of some of the funniest and most epic global branding fails of all time:

• At one time, Swedish vacuum maker Electrolux marketed its brand under the tagline, “Nothing Sucks Like an Electrolux.”
• When introduced in China, the Coca-Cola brand was sometimes translated as “Bite The Wax Tadpole.”
• When Coors launched its “Turn It Loose” campaign in Spain, they learned the tagline literally translated to “suffer from diarrhea” in Spanish.
• When Clairol launched their “Mist Stick” curling iron in Germany, they didn’t realize that “mist” is German slang for dung or manure.
• When Ford launched the Pinto in Brazil, they learned that “pintos” translated as male genitals in Brazilian Portuguese.

So, how do you avoid the embarrassment of a global branding gaff?

Collaboration Across Cultures is Key

Over two decades, I worked for two global medtech companies, both based in Europe. During my tenures at each, I learned that language and cultural differences can easily derail a brilliant marketing plan.

As the marketer responsible for North America, my challenge was to ensure the messaging and key visuals made sense for our market. Although Europe used English as the default language for global marketing, the messaging sometimes missed the mark. Underlying cultural differences could nuance the message differently than intended. And sometimes an English marketing message written by a non-native English speaker came across as stilted. (No doubt the inverse would be true.)

My European counterparts (to their credit) would often ask me for help with English messaging. Most understood the importance of involving a native English speaker. With a few exceptions, we could usually agree on how the message should be crafted.

This collaboration was key to success. A global marketer — whether based in Europe, North American or elsewhere in the world — needs to think beyond the borders of their home country. They are wise to vet any proposal for naming, messaging, or key visuals by colleagues native to or living in their brand’s target markets.

Here are 3 simple rules that will help you avoid global branding fails.

1) Product naming: Make sure it means what you intend in all major markets

Remember the Ford Pinto in Brazil? Clearly, the product name must translate well across all markets and cultures. The product’s name is its brand and hard to change once launched.

2) Messaging: Be mindful of translation and tone

The marketers at Coors never imagined people would associate their beer with diarrhea. Choose words and phrases carefully. Anything too idiomatic is risky because idioms are culturally based.

My European colleagues developed a tagline that was directly translated into English from an expression in their native language. In their mother tongue, it was brilliant. In English, it made no sense. Reaching out to global colleagues during messaging ideation would have resulted in a more universally understood tagline.

Word choice is important, but so is tone. My European colleagues loved edgy and provocative messaging, but this tone didn’t resonate in the North American B2B market. Again, if you are the message originator, you have an obligation to vet the message with your global counterparts.

3) Key visuals: Make sure they’re culturally appropriate

Even if the translations work, cultural differences can render key visuals unrelatable. For example, the Pampers stork was confusing in the Japanese market because it was not part of Japanese folklore. Even something as innocent as the Gerber baby could be culturally misleading. In Ethiopia, where many consumers are illiterate, label images typically describe package contents. Needless to say, an adorable baby pictured on a jar of pureed beets might be horrifying to Ethiopian mothers.

Along with images, gestures have different meanings across cultures. In Brazil, for example, the “OK” sign (index finger and thumb touching to form a circle) is equivalent to giving the middle finger in American culture. Likewise, you should vet symbols for cultural appropriateness.

If you fail to properly vet your brand messaging and visuals, you could make an embarrassing mistake. that’s hard to repair. At best, you’ll miss the mark with your global marketing message. At worst, you’ll offend and possibly damage your company’s international reputation. Collaboration across borders is key to global branding success.

For more global branding fails, check out a more complete list published in Inc.. They are funny, but let’s hope we never contribute to the list!