Business
What's in a name? More than you might think in fact. In this week's Simplicity Talks we are crossing continents, languages and emotions to discover the opportunities and pitfalls for brands when it comes to naming their business, services or products in the world's most important markets - China and the USA. Taking us on this journey is Gabriele Zamora, Senior Strategist for Naming from Siegel+Gale's San Francisco Office, and Susie Jiang who heads up naming in Siegel+Gale Shanghai. A truly global episode for a time when brands are trying to be more global than ever and quickly realise how their presence can be cut short because of failures to understand local language, interpretation and metaphor.