Before launching a new marketing campaign internationally, it is imperative to thoroughly research slogans you plan to use. Aside from potential copyright infringement, some words and phrases can mean drastically different things to different people.
Since so much information is easily accessible all over the world, finding an original slogan can be challenging. It pays to do the research to assure your slogan is unique. South Africa forked out a bundle to develop their tourism slogan, “More than you imagine,” according to a Times Live report. Now they may not be able to use it because it has been used by the several other locations, including a Scottish country and the state of Maryland.
Sony proposed a slogan, “Like no other,” but at least four other companies had this or very similar slogans, according to the Los Angeles Times.
Whether you print your slogans in English or have them translated into other languages, you need to research what each word and phrase means locally. An English perfume slogan in Germany, “Come in and find out,” to most Germans meant, “Come in but then go back out again,” according to “How Germans Really See English Ad Slogans” published in Spiegel Online International. In this article they explain that even a benign word like “most” can mean “fruit juice” to German speakers.
Confusing slogans are bad enough, but offensive slogans can mean big trouble. In a world with complex cultures and religions, catchy slogans can mean murky waters for advertisers. Be sure that you fully investigate what each word means to the population where you intend to advertise. Also, make sure that none of the words or phrases are like or similar to slang or offensive phrases.