Branding is not an exact science. Take for example the recent campaign by Fukushima Industries to launch a new consumer-friendly corporate mascot.
Perhaps braving the possibility of a lawsuit from Tokyo Electric Power Co. (Tepco) over infringement of intellectual- property rights, the Osaka-based appliance company unveiled Fukuppy (pronounced "Foo-koo-pee" in Japanese), a smiley egg with blue wings and red shoes. It is said to be "a bit of a klutz," but luckily the talking egg also has a "strong sense of justice" — something the utility has not yet been accused of.
Fukuppy represents just another in a very long line of Anglophone branding gaffes in Japan (Calpis? Pocari Sweat? MOS Burger?) based on inadequate — or no — native speakers' advice (or disgruntled employees). And don't even ask about Panasonic's campaign urging everyone to "Touch Woody."