Posted by | July 17, 2014 | Uncategorized | No Comments

There’s a way cool store chain in Scandinavia called Acne. It’s hip in every way right down to the name—which tells you the target age of the customers and has a hipster cynicism to it. But there’s a lot of emotional baggage to that word in English. Will “Acne” suffer the same fate the Chevy Nova did when it rolled out in Mexico? (“No va” is Spanish for “doesn’t run.”) What do you do to make sure your product name or slogan works in every language?