Pagina's

maandag 28 november 2011

Languages and how they can influence your fate

As an employee languages are always an advantage, although English is now a days the "Lingua Franca" of our time. But except from your professional life, different languages also makes your life a lot whaler and it facilitates communication across borders, cultures and entire continents.

As a Belgian I have the privilege to be born in a country with 3 official languages, as well as living in the hart of the European Union. A melting pot of people, cultures and tongues. My mother tongue is Dutch. According to Wikipedia, worldwide only about 28 million people speak this language. On a worldpopulation of 7 billion people, that makes about 0,4% of the entire world population. Roughly one person out of an entire Airbus A300.
Conclusion: I propably can't communicate in my own mother tongue with most of the people I would meet at a random basis.

As I already introduced, I'm a Belgian. So I started learning French about my 10th and English at my 14th. Because of the small number of Dutch speakers most movies come to us in there original form. Which allows us to learn a lot of - mostly English - in a passive way.
A luxury position and a unique possibility to create added value. Something that is, besides useful in a lot of situations, also give you an advantage when looking for a job. I once applicated for a job in an international engineering consultancy firm. At the application day there were both dutch and french speaking Belgians. Although the mentality in that firm wasn't quiet what I was looking for, I heard one sentence that will always be burn in my mind: "If you want to be an international engineer(/employee/manager), you have to know at least three languages, four is a must and from five on, you can tackle the world."
We did the test, only one person out of thirty said he only knew 2 languages (French and English), all the others claimed to know 3 and a few knew 4 (mostly because of there Erasmus experience). It was one of the most profound Eye-openers I ever encountered. I realized at that point in time the importance of speaking foreign tongues, especially in an international environment.

Although your mother tongue is enough when you aspire a career in your own country or region, it isn't enough when you like to go to other countries. Learning other languages is the passport to an (international) career. Something I see on a daily basis now in Germany.
Germany is a great country, the engin of the European economy and with a mentality born for professional results. But most people know, besides german, only one or maybe at most two foreign languages. German is necessary to work here, but I see that all our managers know at least 3 languages, and have notions of even more languages. I was struck by this truth. Languages make it possible to network across borders, which is important if you want to grow further. You need it as well to communicate with your colleagues, sometimes your mother tongue is enough, but in an international context it is most likely you need an other tongue.

So more languages are indeed an added value for a career and certainly as you aspire an international career. #WDYMD

donderdag 24 november 2011

Tune your publicity

How can you make a publicity campaign or a commercial a real hit. How can put it in peoples mind, so they can remember it over and over again. There is easy trick to make your massage stick in there head, maybe even forever. Make a song of what you want to tell them! How you make the difference between an ordinary commercial and a hit! #WDYMD

Everybody remember lots of songs from there youth. Songs from kindergarden. Or songs in primary school that helped you to remember: like the alphabet song. Even years after you learned them you can repeat them without any problems. Also scientific research proves that songs facilitate putting a message in your memory and your mind (just google "singing helps brain" for some interesting articles).

Why not using this concept in commercials?
A lot of commercials use humor or information to bring there message. Others use infotainment. But only a few use songs or repeating tunes. 
The problem about humor is that is works one time, because it works with an unexpected turn of events, but after that first time it becomes expectable, so it loses its humor.
Dry information can be interesting if you want to have a serious brand image. But after to many times, the commercial just becomes boring and unattractive. 

Working with a song makes a brand able to pin there message down in peoples mind. As a Belgian I growed up with a typical example of a tuned message that I still remember. GB (a former super-market chain, now part of the Carrefour Group) used at the end of its commercials invariably the sentence "Ik keer tevreden terug (I return pleased)". Although the commercial policy is changed over time, I still do remember that sentence, because of the jingle and the tune used to bring it. Now a day that specific sentence is still occasionally used and a lot of people will remember GB over and over again, although they forgot the commercials itself.

Evian is already exploring music for some time, combined with there famous baby publicity. But are it the babies, the dancing, or the music that makes the commercial so attractive?
Try it out for yourself and be honest with yourself. You certainly remember the babies, but do you record there moves? Or did you remember the song on which they were dancing? Did you even remembered the baseline of there commercials (Evian: Live young)?



Recently I found a commercial that perfectionated singing and giving a message to there customers. Yeovally, an English diary player, combined popular music with a commercial for there songs. Besides from being authentic and funny, the songs are stuck in your head. Yeovalley even made them available on iTunes! (You can follow them on there youtube-channel)

Anno 2010 they made a Rap-song (Yeo Valley Rap (feat. Mr George & Lisa Roxanne).


In 2011 they tried it again, this time with a boys-band kind of song (The Churned: Forever).


I'll guaranty fun and amusement. 

But if you want to give a message that will stick into the peoples mind, try it with a song! 
#WDYMD