The Guru Nation Blog

As businesses and large corporations look at their global and domestic marketing challenges, one of the issues that will demand front burner attention will be language. Effective global and domestic marketing will require a “cross-cultural linguistic hybridization” as coined by Edie Weiner, futurist and trend guru. New types of languages and new global identities are emerging.

We may not see a universally accepted language any time soon, but the manipulation of languages across our cultures and borders is creating an alphabet pot pie, or type of communication, that may bridge the gap between the language barriers. Add to that the
reliance on technology which has created a new language based on “texting” and instant messenger, and you get a new frontier for global and domestic marketing.

At a recent trends meeting with the company Weiner, Edrich, Brown Inc. some interesting examples were cited:
a)    In universities across the UK, the teaching of English must adapt to reflect the use of text messaging and communications through new technologies.
b)    The contemporary English version of the Bible has been translated into the abbreviated language of cell phones and texting language.
c)    Hinglish, a form of Indian English, is growing in use and popularity and playing a significant role in the evolution of the English language.

Since different language is used to reach and target different audiences, companies intent on an effective global and domestic marketing strategy will have to adapt to the new forms and hybrid versions of language. Marketing to people in a trendier “shorthand” may be a more effective way to reach certain populations or audiences. Symbols will take more of the global and domestic marketing stages for the purposes of clarity and impact. Emoticons, for example,
Provide an opportunity for businesses that market globally to communicate via a commonly established graphic.

In working to overcome language barriers and communicate effectively on the global and domestic marketing stage, marketing executives and international companies will find it essential to understand linguistic and cultural subtleties in order to keep a competitive edge.
Not only will the eyeglass be on language, but also on the use of color, images, and phrases.
The key is finding a more universally  understood language for borderless commerce.