Instantaneous internet ridicule for new GAZPROM brand, NIGAZ.
When unchecked for cultural resonance, names can take on unintended meanings and damage the brand they are designed to promote.
As soon as Gazprom launched its latest name, a contraction of Nigeria and Gaz, international incredulity spread across the twittersphere.
Advertising journal Brand Republic relayed the story and created a visual designed to highlight the potential racist overtones (NIGAZ).
This is a clear case of unintended cultural risk damaging a major brand at its birth, and likely to become a classic.