Unfortunate Business Slogans explores the critical impact of language on brand perception, demonstrating how marketing missteps in slogans can undermine a business. It highlights that a seemingly minor linguistic choice, like an awkward translation, can lead to significant brand damage in global markets. The book emphasizes that effective slogans must deeply resonate with a target audience's cultural values, moving beyond simple translation to avoid ridicule or offense.
The book dissects real-world examples of slogan failures, categorizing them into themes like Translation Traps and Cultural Collisions. By examining linguistic breakdowns and consumer reactions, the book reveals how unintended double entendres can tarnish a brand's image. These case studies, drawn from diverse industries, showcase the power of cultural sensitivity in crafting effective marketing communication.
Ultimately, Unfortunate Business Slogans offers a framework for developing culturally appropriate slogans, providing a practical guide for marketing professionals and business students. The book, progressing from core branding concepts to detailed analyses, serves as a cautionary yet constructive resource for navigating the complexities of international business and avoiding costly mistakes.
