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Tag: industry

IUC44

Global Branding and those “Minority” Languages: Business Benefits

Language in Business

Superb article in the UK’s Guardian newspaper about the business benefits of branding using what are often snottily referred to as “minority” languages: Basque, Cornish, Irish, Welsh, and so on.

Read it here: Let languages shout out your business benefits.

Make no mistake, such languages offer a competitive edge for domestic and global brands. Using Irish (Gaeilge) for example drives a multi-million Euro market. Interestingly, these languages are particularly valuable to business when used in the food industry (the localization angle of which, along with sport, we do not hear about often enough).

Tayto Crisps: Irish Branding Gets Emoji. There's Irish-language Tayto Crisps too.

Ireland’s famous Tayto Crisps go emoji. There are Irish-language Tayto Crisps too. They don’t taste any the worse for Unicode! (Image: Ultan Ó Broin)

Of course, using language to engage consumers does not require sellers or buyers to be even remotely fluent in it, contrary to what Willie Brandt claimed.

Not that claims of minority language usage don’t come without their own problems.

 

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Ultan Ó Broin (@localization), is an independent UX consultant. With three decades of UX and L10n experience and outreach, he specializes in helping people ensure their global digital transformation makes sense culturally and also reflects how users behave locally.

Any views expressed are his own. Especially the ones you agree with.

Localization Immaturity Model: Are We There Yet?

Language in Business, Language Industry News and Events, Travel and Culture

The reality of the “gig economy”. Incessant talk about “Millennials“. Language startups and their hoody culture.

Is there no end to being made feel “old” these days?

old

As I look around me at those new faces I see at industry conferences and compare it with my Twitter “Following” list, I wonder if I might be “old”? Could I be missing out on emergent trends or not making the right connections – not so much for the future, but for right now? Would I survive in the startup world or the gig economy of today?

Answers: Don’t care. No. No. Dunno.

But, is it just me?

In particular reference to “Millennials, I concur with the notion that age or generational labeling can lead to some pointless stereotypes for sure. More seriously, this failure to recognize the value of older people in any industry is evidence of a lack of diversity and fairness of opportunity. Diversity is about more than race or gender. Everybody loses from a missing “experience”.

I don’t feel old. I can still kick the ass of people half my age. I just enjoy it a lot more now. It’s really not about being physically old but about not contributions that are well past their sell-by-date that is the issue, I guess. As Arnie might say, it’s more about being obsolescent than being old. So, who cares what age you are?

Do you feel old in this industry of ours now? Then again, perhaps you just are…

Comments welcome.

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+ posts

Ultan Ó Broin (@localization), is an independent UX consultant. With three decades of UX and L10n experience and outreach, he specializes in helping people ensure their global digital transformation makes sense culturally and also reflects how users behave locally.

Any views expressed are his own. Especially the ones you agree with.