From time to time I see big brands betting heavily on a phrase or a named function. The Windows Start button, the Facebook Like button etc. But time and time again I see these same big brands translating the phrase... Somewhere, some person at these companies missed a fundamental part of branding: don't change names all the time!
It doesn't matter if these phrases are verbs such as in the "Like" button. It's a part of your brand. If you translate your brand, you're starting a new brand.
(image via Techcrunch)