...the tractor manufacturer Caterpillar, which normally performs very commendable work in translation, was foiled by the graphic designer of a Japanese business magazine.
The marketing people at one of the world's largest manufacturers of earth-moving equipment were more than a little upset when they found that a business magazine in Tokyo had fiddled with the company's trademarked logo in one of its ads. The company, Caterpillar Inc., discovered that some enthusiastic graphic artist had changed its signature machines to Bugs that Crawl tractors.
“Bugs that Crawl” Tractors | The International Business Edge!? | Globalization Group, Inc.
The marketing people at one of the world's largest manufacturers of earth-moving equipment were more than a little upset when they found that a business magazine in Tokyo had fiddled with the company's trademarked logo in one of its ads. The company, Caterpillar Inc., discovered that some enthusiastic graphic artist had changed its signature machines to Bugs that Crawl tractors.
“Bugs that Crawl” Tractors | The International Business Edge!? | Globalization Group, Inc.
Last edited:
