A couple of weeks ago I gave a talk at ad:tech Sydney that got written up in a blog post on MarketingDirecto.com, a Madrid-based marketing and publicity site. My Spanish is not so great, but with a little help from Google Translate I could see that their correspondent had gotten my point—that brand marketers need to stop trumpeting their message and start enlisting the consumer to spread it for them. It was the headline that threw me: “Para contar historias, las marcas deben hacer piña con el consumidor”—which Google rather unhelpfully translated as, "To tell stories, brands must make pineapple with the consumer."
Funny—I couldn't remember saying anything resembling that.
So I Googled "hacer piña," which didn't provide much help until I thought to throw the word "idiom" into the search. Then I learned that "hacer piña" is a slang term that means "come together." There's even a management book called Hacer Piña that's all about the importance of teamwork. So what the headline actually said was that brands need to become one with the consumer.
I couldn't have put it better myself. But it wasn't until I got to New Zealand a couple of days later that I really began to understand what I had been talking about.