Tuesday 25 October 2016

The genius and stupidity of corporate America are on display when companies rebrand for new countries

The genius and stupidity of corporate America are on display when companies rebrand for new countries

When Coca-Cola was first sold in China, some called it “bite the wax tadpole.” To others, it was “female horse fastened with wax,” or “wax-flattened mare.” These inscrutable names were the unfortunate result of shopkeepers’ makeshift translations—they used any set of Chinese characters that sounded vaguely like “Coca-Cola.”

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