Whilst I was in Lake Como this weekend for my cousin’s stunning wedding, I spotted this in a vending machine on the street. Yes, that’s a condom brand and yes, it’s called “Retard.”

Now, linguistically, it makes sense. In Italian, French, and Spanish, it means “to delay” or “to slow down,” referencing the product’s numbing effect. But from an English-speaking perspective, it’s an unfortunate brand name.

This little encounter is a light-hearted but important reminder that words, logos, and brand identities don’t always travel well. A name that works in one language can completely miss the mark or worse in another.

That’s why a thorough brand audit and international trademark check should always be step one when planning to expand. It’s not just about protecting IP; it’s about protecting perception.

Want to take your brand global with confidence? Request your free international trademark guide today and get it sent straight to your inbox.

Hint & Tip for this Tale

Even global household names have stumbled by not pressure-testing their brand names across cultures and languages so don’t leave it to chance.

Before you go global, put your brand through a cultural stress test. A name that’s catchy in Milan might be cringeworthy in Manchester. Avoid embarrassment and expensive rebranding down the line by investing in linguistic and cultural due diligence early.

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