Branding is not an exact science. Take for example the recent campaign by Fukushima Industries to launch a new consumer-friendly corporate mascot.
Perhaps braving the possibility of a lawsuit from Tokyo Electric Power Co. (Tepco) over infringement of intellectual- property rights, the Osaka-based appliance company unveiled Fukuppy (pronounced ¡°Foo-koo-pee¡± in Japanese), a smiley egg with blue wings and red shoes. It is said to be ¡°a bit of a klutz,¡± but luckily the talking egg also has a ¡°strong sense of justice¡± ¡ª something the utility has not yet been accused of.
Fukuppy represents just another in a very long line of Anglophone branding gaffes in Japan (Calpis? Pocari Sweat? MOS Burger?) based on inadequate ¡ª or no ¡ª native speakers¡¯ advice (or disgruntled employees). And don¡¯t even ask about Panasonic¡¯s campaign urging everyone to ¡°Touch Woody.¡±
With your current subscription plan you can comment on stories. However, before writing your first comment, please create a display name in the Profile section of your subscriber account page.