I saw this interesting story about the French jeweler Mauboussin trying to draw in the Japanese to it’s new store in Tokyo. And while free diamonds appeal to me (well, technically to my girlfriend… I’m just interested in the brownie points they’d buy me) I’m writing this post for another reason.
The article mentions how most of the Japanese don’t even know how to say “Mauboussin…” and to be honest neither do I. Which raised the interesting point about brand names in other countries.
As mentioned in the article, would H&M have been as popular if it went by Hennes & Mauritz (it’s Swedish)? While living in Spain I was constantly amazed by some of the big companies arriving that had unpronouncible names for the Spanish. Of course the examples all slip my mind right now!
But I do remember funny examples like the band R.E.M being pronounced as one word, REM, rather than with three seperate letters. Or Fah-si-book for Facebook (which I still use to the constant confusion of my New Zealand friends).
I must say I was laughing my ass off about the Spanish calling the Wii console “wee” until I found out English speakers were calling it “wee” as well. I’m not sure why Nintendo thought branding their system as a toddler going toilet was a good idea but it seemed to work out for them ok *shrug*
Will big business learn anything from these lessons… doubtful. But at least it keeps me (and hopefully you) amused for now.
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