Some businesses are even forced to fold because of their embarrassing mistakes in marketing and sales. We can learn from them.

KNOWING YOUR TARGET GROUP In 1996, McDonalds introduced its Arch Deluxe. The burger cost more than standard one and was aimed at “urban sophisticates”. Hmm, no one bought it. This was outside McDonald’s target group based on psycho- and demographic characteristics.

UNDERSTANDING THE LANGUAGE & CULTURE Mitsubishi completely collapsed selling Pajero in Spain. The company embarrassed the market with the name ”pajero”, which means “masturbator” in slang. No driver wants to call himself “wanker”?

Copy strategy or naming, which is a daily basis task in DM2 Agency, requires collecting so many data and information. This part has to be done before the creative, the most exciting, appears.