Our Logo Looks Like Underpants: A Case Study in Internationalization
"There is no excuse for not testing something as significant as a new logo on a large, global audience"There is one excuse. When you are small it makes more sense to ship something and fix it later, than invest time and money in surveying everything. Especially if your "market research " won't be done on a property representative group anyway.Edit: it's an interesting read though.