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Common Sense Advisory Blogs
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News from Heathrow’s Departure Lounge
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English news media reported that former German Chancellor Gerhard Schroeder spent 12 days in December at an English-language school in rural Wales. When American presidents leave office, they charge lots of money for speaking engagements. Maybe that’s Schroeder’s plan — learn enough English to make big bucks in the States and England on the former politician speaking circuit.
Tony Thorne wrote about “Localising” in British Airways’ in-flight “Business Life” magazine (Dec/Jan issue). His column defines localization as “adapting a product or service to a sociocultural environment,” characterizing it as the “bizword of the year.” He also mentions the proper cluster of words associated with the term, including content management, internationalization, personalization, and computer-aided-translation. Thorne compiled the “Dictionary of Contemporary Slang, and Fads, Fashions & Cults,” and the “Dictionary of Popular Culture.”
Right below Thorne’s column was a listing of the top 10 spirits in Europe — blended scotch, vodka, and brandy top the list of bestsellers, but those 3 apparently come further down Herr Schroeder’s list.
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Keywords: B2B and B2C global marketing, Global branding, Localization, Translation |
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