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Global Marketing

Lost in Transcreation: Why the Best Global Slogans Aren’t Translated

When Coca-Cola first reached China, shopkeepers “translated” the name Coca-Cola themselves. They picked any characters that sounded roughly like “Coca-Cola,” and some signs ended up reading as nonsense like “bite the wax tadpole.” Coca-Cola later took control and registered 可口可乐 (kě kǒu kě lè), which sounds like the original and means roughly “tasty fun” (Quartz). […]

Categories
Global Marketing

Why Some Movies Travel & Others Don’t

I’ve seen Home Alone 1, 2, and 3 a dozen times growing up, but never in English. My father bought a cheap Hindi-dubbed copy while we were visiting India, and it was the only version I saw as a kid. The whole family was white, but they only spoke Hindi! I understood the story and felt all […]