TravelingBrand PREVENT INTERNATIONAL NAMING DISASTERS SAFEGUARD YOUR PROFESSIONAL REPUTATION

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1 TravelingBrand PREVENT INTERNATIONAL NAMING DISASTERS SAFEGUARD YOUR PROFESSIONAL REPUTATION

2 YOU CAN T AFFORD TO IGNORE NAMING DISASTERS CAUSE + WASTED TIME/LABOR D BRAN BRAND DEVALUATION + LOST REVENUE + ICE INVO =MILLION $ REBRANDING EXPENSES =INCALCULABL LOST CUSTOMER CONFIDENCE

3 DON T LET THIS BE YOU! $1.5 MILLION A preventable branding blunder delayed a global product launch and cost a pharma company $1.5 million in lost revenue and rebranding expenses. $10 MILLION In 2009, HSBC Bank was forced to rebrand its entire global private banking operations after bringing a U.S. campaign overseas. The worldwide bank spent millions of dollars to scrap its five-year-old "Assume Nothing" campaign, which was translated in many countries as "Do Nothing." In the end, the bank spent $10 million to change its tagline. Source: Business News Daily

4 SECURITY SCREENING: WILL YOU BE NEXT? POP QUIZ ANSWER THESE QUESTIONS ABOUT THE INDIVIDUALS YOU CURRENTLY ENLIST TO CHECK YOUR BRAND NAMES. 1. Do they live in the country where the brand will be introduced? 2. Do they understand local dialects, slang, events, culture, politics and market realities? 3. Are they full-time linguistic specialists? 4. Do they have at least 10 years of linguistics experience? 5. Do they have time to thoroughly perform the task? 6. Can they give you guidance based on past experiences? 7. Are they accessible so that you may return to them with clarification questions? 8. Are they university-educated? 9. Do they have a marketing background? 10. Are they free of name bias and/ or could their jobs be impacted by the success or failure of a specific name? 11. Do they provide quick, actionable feedback? 12. Will they follow the same comprehensive validation process for each name, and each country?

5 FAILURE NOT AN OPTION We provide actionable linguistic and cultural insights on name candidates that help prevent international branding disasters as your clients introduce new brands around the world. WITHOUT TRAVELING BRAND: 1 OUT OF 3 FAILS * WITH TRAVELING BRAND: ZERO FAIL ** WHICH OPTION WILL SAFEGUARD YOUR REPUTATION??? *In a four-month period, more than one-third of name candidates failed. **TravelingBrand has tested 55,000+ names over 15 years; none of names tested failed.

6 SEASONED NAVIGATORS - MORE ABOUT US 18+ years in operation Team spans 80 countries & 200 languages Typical clients: Leading branding, advertising and naming firms Typical industries: B2B and B2C; from pharmaceutical to consumer goods and services

7 OUR PROVEN FORMULA = ZERO BRAND DISASTERS KNOWLEDGE TRAVELING BRAND LINGUISTIC SPECIALISTS FULL-TIME LOCAL (IN-COUNTRY) YEARS MINIMUM LINGUISTICS EXPERIENCE TRANSLATION CERTIFICATIONS UNIVERSITY DEGREE MARKETING SPECIALTY + ACTION TRAVELING BRAND REPORT DIRECT (CONTAINS PASS/FAIL RATINGS) CONCISE VERIFIED ORGANIZED CLIENT-READY

8 YOUR GUIDES IN THE PROCESS DID YOU KNOW? THERE ARE 193 UNITED NATIONS-MEMBER COUNTRIES AND 6,700 LANGUAGES SPOKEN IN THE WORLD. We know these countries and languages backwards and forwards so that you don t have to. We lead you through a process to identify which countries could be potential target markets. We guide you on which languages should be surveyed.

9 WE NAVIGATE THROUGH OBSTACLES Do these obstacles keep you up at night? Our philosophy is Don t worry. We ll take care of It. so no challenge is too big or small for us to navigate. Tight deadlines Dozens of names and target markets Limited linguistic and cultural expertise Lack of knowledge about target markets Employees with full plates and lots of balls in the air

10 IS YOUR BRAND TRAVELING? NAME VALIDATION Identity Filter Global Brand Evaluation Say it Write Quick go/no-go gauge that flags name or logo candidates with blatant problems in early stage creative work In-depth assessment of semi-final creative work that identifies viable name and logo candidates for global markets (typically candidates) A verbal assessment to understand how a name would be pronounced to uncover unintended or negative connotations and also to avoid regulatory and trademarking obstacles

11 IS YOUR BRAND TRAVELING? M CHINESE NAME TRANSCREATION 军队 With this service, we adapt a message from one language to any number of Chinese dialects in order to preserve the original content s intent, style, tone and context. O N ETIC S P H EAN I NG TRANSLATION If you need standard translation of market research surveys, microsites or taglines, we are well positioned to give you top-notch results, as well as transcreation if needed.

12 INVITE US ON THE TRIP! TravelingBrand YOU CREATE. WE VALIDATE. Let us show you how we can protect your reputation and help your clients succeed internationally. For pricing or more information, call or us at