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Rebranding: Successes and Failures

Businesses need to consider their branding strategy carefully when they enter any new market. It is important that customer research is completed and linguist professionals are consulted to make sure the product gets off to the right start in the new market.

If you are not convinced, listen to these stories of rebrands that did not go quite to plan:

  • Wyngle is an Austrialian-based retailer that is trying to enter the American market. The name, however, sounds too much like “wangle” which means “to persuade others to comply by manipulating events” to U.S. consumers.
  • Peugot, a French car maker, uses Biao zhi in Chinese, which unfortunately sounds similar to a slang term in southern China which means “prostitute.”
  • The SciFi Channel started to use a new spelling “Syfy.” However, it is a common slang term among younger generations for syphilis.

And two stories of successful rebrands:

  • Coca-Cola changed their name to Kekou Kele for the Chinese market, which means “tasty mouthful.”
  • Reebok uses Rui Bu in China, meaning “quick steps.”

If you need help from a linguist professional to make sure your brand transfers correctly into a new market, ask SanTranslate.

By | June 3rd, 2012|Blog|0 Comments

Make Way for the Queen

The Duchess of Cambridge often sparks a fashion frenzy. Reiss and LK Bennett sales increase substantially when she is photographed in one of their items. However, with the Queen’s Diamond Jubilee quickly approaching, Kate is moving out of the way to make way for her grandmother-in-law.

Topshop, H&M and Vivienne Westwood, to name just a few, have all incorporated a royal theme into their latest designs. Even Marks and Spencer has joined the craze and has created a costume-jewellery replica of the imperial state crown, which will be auctioned for charity. The real crown contains Cullinan II, which is the second largest cut diamond in the world. It’s 317.4 carats!

The personal jewels of the royal family are usually not on display. However, this summer, the centrepiece of the displays at Buckingham Palace will be a collection of the royal family’s personal jewellery. We are sure the industry leaders from the fashion world will be there to incorporate ideas inspired from the collection into their designs.

By | May 27th, 2012|Blog|0 Comments

Globe to Globe

Last month the World Shakespeare Festival opened in Stratford-upon-Avon. It is a summer-long celebration which will include performances from across the global, in nearly 50 languages.

As its contribution to the festival, the Globe Theatre will be putting on Globe to Globe. The extravaganza contains nearly every play in Shakespeare’s repertoire with theatre companies from over 35 countries who will work in 37 languages. For example, King John will be performed in Armenian and Coriolanus in Japanese.

As one can imagine, the logistics of putting on such an event have been a lot of hard work. In addition to the language and cultural barriers, the actors must get used to performing on an Elizabethan-style stage with no scenery and few props, in the open air.

To go with the Olympic theme that has taken over London this summer, the Globe is offering “athletic” tickets to the performances. There will be special prices for anyone who can complete a biathlon, triathlon, pentathlon, heptathlon, decathlon or marathon (26 performances)!

By | May 24th, 2012|Blog|0 Comments
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