It was immense pleasure reconnecting with the Gang. A year ago, I guided them through Level 1, and now they were back for the Level 3 advanced workshop on sales, service, and marketing.
The same radiant smiles, high energy, vibrant spirit, and infectious charm —but now a year wiser. The 4 days spent together was a heartfelt reunion filled with fun, laughter, good natured leg pulling, and intense discussions.
One key focus area was communication, a critical skill often underestimated. Given how easily miscommunication can occur, I highlighted the importance of
mastering verbal, non-verbal, and tonal nuances to convey messages effectively.
They say 70% of workplace mistakes result from poor communication. They are right. Sharing some classic examples of communication gone wrong:
* KFC expanded to Hong Kong with its slogan 'Finger-Lickin’ Good,” but the translation turned it into 'Eat Your Hands Off'.
* COCA-COLA’s first launch in Taiwan was with a Chinese translated brand name ‘Ke-kou-ke-la’ which bizarrely translated to ‘female horse stuffed with wax’. Now who would want to drink that?
* PEPSI had its slogan ‘Come Alive With the Pepsi Generation’ hilariously misinterpreted in Argentina as ‘Pepsi is in the bathroom’.
* NOKIA launched the Lumia smartphone in Spain. ‘Lumia’ is a slang term for a prostitute in Spanish.
* PARKER PEN mistranslated its slogan in Mexico. ‘It won't leak in your pocket and embarrass you’ came across as ‘It won't leak in your pocket and impregnate you.’
* ELECTROLUX’S English slogan ‘Nothing sucks like an Electrolux’ flopped in the US where ‘sucks’ is slang for being bad - unintentionally suggesting that the product was terrible.
* ROLLS-ROYCE intended to launch the ‘Silver Mist’ in Germany but rebranded it as ‘Silver Shadow’ after learning that ‘Mist’ in German means ‘manure’. Saved! Shit would have hit the fan.
* FORD MOTOR’S Pinto car didn’t sell well in Brazil as ‘Pinto’ is slang for ‘tiny male genitals’ in Brazilian Portuguese. Which self-respecting Brazilian male would like to hear this about himself – “he has Pinto”.
* SCHWEPPES accidentally advertised its ‘Tonic Water’ in Italy as ‘Toilet Water’ and in some Middle Eastern markets as ‘Sparkling Toilet’. Talk about flushing your reputation down the drain.
* HSBC BANK’s famous ‘Assume Nothing’ was disastrously translated in South Korea as ‘Bank Without Responsibility.’ In other countries it became ‘Do Nothing’, forcing a costly $10 million rebranding effort to fix the error.
So remember Gang, miscommunication isn’t just embarrassing; it’s costly. And it can badly damage your credibility.
Avoid such bloopers by following the 7Cs of Communication - Correct, Clear, Complete, Concise, Convincing, Conversational & Courteous.
We'll meet again.
Advanced Sales, Service & Marketing Workshop for Godrej & Boyce Mfg. Co. Ltd. (Godrej Enterprises Group), Mumbai.
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