How not to get lost in translation?

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It’s impossible to overstate the importance of quality translation, transcreation and localization for brand attributes and taglines in particular.  For strategic work and statements to be used for tracking purposes back-translation is recommended as an initial sense check.  In case you have any doubts here are our favourites from various online sources to reinforce why translation matters (no apologies for some oldies but goodies):

Electrolux raised eyebrows in the United States when it came up with the slogan ‘Nothing sucks like an Electrolux’.

In Chinese, the Kentucky Fried Chicken slogan ‘finger-lickin' good" became ‘eat your fingers off’.

The successful American Airlines USA campaign with the slogan “Fly in leather” when translated into Spanish for Mexico unfortunately invited customers to “fly naked” in their planes instead.