On branding

On global branding…

 

From The 22 Immutable Laws of Branding:

 

“…care should be taken when translating English slogans into other languages.  Sometimes the results can be disastrous.  For example: ‘Come alive with the Pepsi generation,’ translated into Chinese, comes out as ‘Pepsi brings your ancestors back from the grave.’…The Perdue slogan, ‘It takes a strong man to make a tender chicken,’ translated into Spanish means: ‘It takes an aroused man to make a chicken affectionate.’”

 

Sara