Nigaz

June 29, 2009 at 8:29 am 1 comment

It’s easy to fail in international branding. Markets have different slangs, customs and cultures and it’s hard to take them into account along with the norms for the global market. A failure that’s boundto make the media rounds this week is “Nigaz” – Russian gas giant Gazprom’s new joint venture with Nigerian firm NNPC- which, though a simple joining of the words Nigeria and Gazprom will be causing a lot of controversy. For English speakers it has a different meaning that Gazprom will definitely not be able to overcome. Twitters were definitely on it like wildfire (seems to be they’re the olace to go for everything lately). Here are some of the recent tweets regarding this.

RichardYoung: You know those brand consultants we all hate so much? Sometimes worth the money: http://bit.ly/HAKVF (hat tip: http://bit.ly/lFgocb )

MikeyTRRP: Erm, the firm is gonna be called WHAT?! http://bit.ly/HAKVF

RichHL: The Russians like Nigaz with attitude. http://bit.ly/HAKVF

CheEdgarissimus: It’s impossible, but true! Nigeria + Gazprom = Nigaz. http://tinyurl.com/l2lhkl

kollner: Gazprom signed $2.5bn deal with Nigeria’s state forming join venture to be named NIGAZ. Seriously, nigaaaaz🙂 http://bit.ly/QHQtn

renepower: http://tinyurl.com/l9n5uu Doh, more ‘Whats in a Name’ fun – Gazpro’s Nigaz Nigerian joint venture

For up to date tweets: https://twitter.com/search?q=%20http%3A//bit.ly/HAKVF#search?q=nigaz

I think a little bit of international research would’ve gone a long way. I’ll assume the rebranding they need to do will cost more time and money than that research would’ve.

via BrandRepublic

Entry filed under: ad things, funny things. Tags: , , , , , .

Bad Dog. Better Late than Never

1 Comment Add your own

  • 1. Richard Lyle  |  August 16, 2009 at 10:08 am

    I’ve never been quoted in someone else’s blog before. I feel almost important.

    Reply

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