How Brands Are Built: Linguistic Analysis

On Monday’s episode of How Brands Are Built, Laurel Sutton (ANS Information Officer) of Sutton Strategy talks linguistic checks—you know, that crucial step in the naming process that keeps you from accidentally offending a whole country with a name that’s slang for “masturbation”. Listen in to learn:

 What linguistic analysis is and why it’s important
 What it means to do a “global” linguistic check
 Why linguistic checks are still advisable even for US-only brands
 The difference between translation and transliteration
 What “FIGS” stands for