This article addresses intercultural problems in translation, not only by focusing on an obvious case of maladroit translation but also by considering the contextual factors in a translation of marketing material from German into English. The problems proved to be more intriguing than one might assume from the work referred to as the “cultural turn” in Translation Studies. Drawing on an authentic consultancy assignment, the article (1) analyses the problems of translating commercial names and marketing texts; (2) shows that marketing communication used in Germany is unsuitable for use in Britain; (3) highlights the need for the translator to be bi-cultural; and (4) concludes that the curriculum for prospective business translators should include intercultural and business communication.