If you work in multicultural marketing, you have heard the stories. Clairol introduces the "Mist Stick" curling iron in Germany only to learn that in German “mist” is slang for manure. Or Pepsi, upon changing the color of its vending machines in S.E. Asia to light blue, discovers too late that the color is associated in those cultures with death and mourning.
Beyond embarrassing, oversights of this kind can have a dramatic impact on a brand’s reputation. viaLanguage protects its customers from such cultural missteps. Our specialists help you evaluate and adapt your key messages, names, slogans, stories, examples, and graphics based on your target audience. We operate as an extension of your team to capture and communicate the essential meaning of your communications to ensure that we hit the mark every time.
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