What should be taken into account in overseas marketing campaign in the perspective of culture?
Posted on December 3rd, 2009 in Other - Advertising & Marketing |
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December 4th, 2009 at 4:45 pm
This comes to mind.
When GM built the car, “NOVA”, it would not sell in Mexico.
GM pulled their hair since it was somewhat a success in US.
Finally, some smart exec learned the translation of Nova in Spanish.
In case you don’t know, No Va, “It doesn’t go”.
Search all languages for the translation of the product name.
Exxon searched the world languages before using Exxon. The word does not exist anywhere.