Naming a product?

Then be careful! You've heard that story about Chevy Novas not selling in South America, of course. We've all heard it so many times, I don't know if it's true or not any more.

But you will recall that the story goes that the Nova didn't sell in Spanish-speaking countries because nova means no go. (No va = it does not go).

Sorry, but I can't resist saying this - but the product naming above is a real cock-up. (I know, I know).

But in recent months, we have had several clients from other parts of the world who are introducing their products to the American market. And it can't be denied that some words just don't translate successfully. ( I recall seeing a desk in an Ikea catalog named the Jerker. And I suppose everyone has by now heard of JussiPussi, the Finnish bread, French Pschitt lemonade, Bonka Spanish coffee and so on, but they are not sold here).

And this one, of course ...