Cross-cultural marketing blunders

A poor awareness of cross-cultural differences in communication and marketing can finally lead to blunders with damaging consequences for your firm . If you still want to conquer foreign markets, a good translator is indispensable. A bad translation can often lead to a humorous situation.

In Germany, mist actually means dung. Would you like to be driven in your Rolls Royce Silver Dung? When Umbro named its new sneaker the Zyklon, the UK sports manufacturer forgot that Zyklon B was used by the Germans during the Second World War to murder millions of Jews. Brillo, manufacturer of scouring pads, is Italian for being drunk. These are only a few among various examples of cross-cultural marketing blunders.

If you want to start an advertising campaign abroad, you have to be very careful. Watch out for translation errors, historical names, cultural differences, etc. Poor cross-cultural awareness has many consequences, some may be humorous others very serious. One little mistake can cost you millions. (Source: Kwintessential)

Stefaan Mels