Tag: Concept-led
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Lost in Translation: When Words Journey Across Cultures
The story has become marketing legend: In the 1970s, American automaker Chevrolet proudly marketed the Nova across Latin America, only to have sales lag because “No va” means “it doesn’t go” in Spanish. The tale, however good, is largely a myth. The Nova actually did sell briskly in Mexico and Venezuela, even running ahead of
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