Superb article in the UK’sĀ Guardian newspaper aboutĀ the business benefits of branding using what are often snottily referred to as “minority” languages:Ā Basque, Cornish, Irish, Welsh, and so on.
Read it here:Ā Let languages shout out your business benefits.
Make no mistake, suchĀ languages offer a competitive edge for domestic and global brands.Ā UsingĀ Irish (Gaeilge) for exampleĀ drivesĀ a multi-million Euro market. Interestingly, these languages are particularly valuable to business when used in the food industry (theĀ localization angle of which, along with sport, we do not hear aboutĀ often enough).
Of course, usingĀ language to engage consumersĀ does not require sellers orĀ buyersĀ to be even remotelyĀ fluent in it, contrary to whatĀ Willie Brandt claimed.
Not that claims of minority language usageĀ don’t come without their own problems.