Branding Lost In Translation

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IKEA prove that even the branding experts occasionally stuff-up.

They say to err is human, and the branding folks at IKEA Bahrain have given us a refreshing reminder of how true that really is. IKEA as a global brand has a reputation for being well disciplined in their execution. However, a recent signage mishap has drawn much attention after a Twitter user @FlirtingKaapi, shared a pic she took of a local IKEA store with a window sign which read; “Create your perfect night’s sleep,” in English. The problem was the headline when translated into Arabic below read; “Same text, but in Arabic.”

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Having recognized the error, IKEA were fast to move, quickly updating the Arabic copy to read; “This is what happens when you don’t get good sleep. Enjoy your perfect sleep.”

brand agency Melbourne To IKEA Bahrain we say; Nice recovery!!

Truly Deeply is an Australian-based branding agency with 30 years experience working with brands to position them for growth. Our deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. We have a deep expertise working with corporate, retail, food & beverage, health and property clients. Find out more here
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