| When the Beijing Olympics opened, it was on one of | | | | success, the number four appeared several times in |
| the luckiest days in the Chinese Calendar, where the | | | | advertisements, and was the main marketing focus |
| numbers 8-8-8 matched. This was no coincidence, the | | | | of the business. The number four seems innocent, |
| opening of the Olympics was planned for this day, to | | | | but to the Chinese community the Company was |
| bring luck and good fortune to the event, and China's | | | | focusing on, it simply meant "bad luck." |
| own International Future. | | | | Names also mean something different to many |
| Most people believe we are all rationalists, but are | | | | people, a smart catchy name to one person, could |
| we? How many of us would start a new business | | | | mean the opposite to another. Many cultures see a |
| venture on Friday 13th, or any 13th day of the | | | | meaning in names, and often are very careful what |
| month? | | | | they call their children. |
| Whether we admit we are superstitious or not, this | | | | They may interpret your business name the same |
| could really affect our business: | | | | way, or even your personal name. When in reality we |
| An expatriate business group decided to launch a | | | | may not see any real meaning in a name. |
| new product, through a high profile seminar in a five | | | | International Businesses often have to realize this, |
| star Hotel. A lot of effort and money was invested in | | | | when they enter new markets. |
| the seminar, which was going to be the start of the | | | | For example in South America, a now troubled US |
| Company establishing itself in a new Country. The | | | | Automaker spent millions on promoting a new Car. |
| result... | | | | The Car was ideal for the market, and suited Latin |
| No one attended the seminar... | | | | American tastes, but sales never took off. |
| The management team were aghast, the product | | | | Why......? |
| was good, it had sold well in many other Countries, | | | | They called the car "Nova," a catchy, sporty modern |
| TV, the local Radio station, and a high profile | | | | name but to many Latin Americans, it meant "Doesn't |
| advertising campaign should of guaranteed the | | | | work." |
| seminars success. | | | | So even if you see yourself as a rational person, |
| But the Marketing Team had forgotten something | | | | bear in mind others may still perceive your product as |
| very important... | | | | something bad, only because no real research has |
| The product was advertised as Four key points to | | | | been made into local beliefs or even language. |