
 | From the Editor's Desk
Common Brand Naming Mistakes and How to Avoid Them - Inc.com (No paywall) Fartfull, Pee, and Barf. These might sound like the seven dwarfs' wayward cousins, but they're genuine product names. Some of them even made it to the U.S., including Ikea's Fartfull workbench and Iranian detergent Barf. Pee Cola has, for some reason, remained popular only in its native Ghana.
These branding mistakes are easier to understand with full context. In Swedish, "fartfull" means full speed, and in Iran, "barf" is a word for pure white snow. Respectively, these are logical associations to make with a workbench and detergent. But this kind of mistake can happen even if you aren't moving to a new market or working with a foreign language. I've seen smart, accomplished business owners and brand leaders set on compound, blended, or misspelled names that contain hidden words or secondary meanings that no one intended.
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