Great post on the Brand Ranter blog:
When people think about cross-cultural marketing blunders they usually think of the funny translation gaffs. There are dozens of examples. You’ve probably come across a few of these yourself.
These types of mistakes are easy to spot with a quick back translation or a check with someone from the local market. The silent killer of many cross-cultural campaigns is translation that looks fine in a back translation but to a native sounds lifeless and utterly forgetable. Your brand's personality expressed through emotion, nuance and colloquialism is often the first thing to be lost in translation.
Read the entire post here: www.brandrants.com