In a global marketplace, the odds of a new brand name offending somebody somewhere multiply significantly. Do your homework before taking a brand name into new markets. And read Steve Rivkin’s Naming Newsletter. Here’s a recent excerpt:
In August 2002, the British sportswear manufacturer Umbro was denounced as “appallingly insensitive” for naming a running shoe the Zyklon. That’s the same name as the lethal gas used in extermination camps during the Second World War.
Tweet this post on Twitter
Subscribe to Global by Design
