Brands Lost In Translation
In the past two weeks, I heard about two unusual branding efforts in China. On CNN, I saw a piece about Buick being embraced by the Chinese as a very cool, sexy car—not exactly the way Americans think of the sedate sedan. I also heard about the Playboy brand and logo being adopted by Chinese women as a quasi-feminist brand. Wondering if this going on in any other brand categories and especially wondering why these brands are not translating in conventional ways.