Multilingual Business Communication

April 5, 2009

Bozar : will the linguistic quarrel ever stop?

Filed under: internship, Sophie Naveau, Uncategorized — meertaligebedrijfscommunicatie @ 9:29 am


The Belgian Linguistic Control Commission has recently condemned the use of the name ‘Bozar’ to designate the Centre for Fine Arts in Brussels. According to the Commission, ‘Bozar’ would sound too French-speaking.

The term ‘Bozar’ was chosen as a marketing tool a few years ago. There was a double aim for the new appellation. On the one hand the institution needed a shorter and ‘hipper’ name than the too long ‘Palais des Beaux-Arts de Bruxelles’ or ‘Paleis voor Schone Kunsten van Brussel’. On the other hand, the name ‘Bozar’ was supposed to please both linguistic communities: it is a contraction of the French ‘Beaux-Arts’ and has Dutch spelling and consonance. However, the neologism doesn’t seem to please the Flemish community; it’s not close enough to Dutch. As for the French-speaking they consider it as a deviation of their language.

When will this linguistic argument end? Is this really worth spending energy, time and money for? By the end of the day, there will always be complaints about a new name; too French or too Flemish, too modern or too old-fashioned, not to mention the language purists who consider the new appellation as a heresy!

Shouldn’t we all be happy as long as we can listen to great music, watch wonderful dance performances and visit amazing exhibitions?

05 April 2009:,,–Lappellation+Bozar+trop+francophone+%3F


March 25, 2009

Powder, your partner in cream?

Filed under: Charlotte De Ruytter, company, Laura Moerman, Sophie Naveau — meertaligebedrijfscommunicatie @ 10:53 am

Nowadays, powder is often used as a base for traditional ice cream. It does sound suspect, doesn’t it?
Using powder to create smooth ice cream seems new, but in the world of ice-cream professionals this technique is very common. You might have already enjoyed such an ice cream without even knowing it!

Everybody is familiar with Italy as the ice-cream country par excellence. The Italian brand Pregel, one of the pioneers in ice-cream bases, already has a well-established reputation in our country. As a distributor of the Pregel product, the Belgian dairy company Cowi has acquired expertise in this area. Cowi has now developped its own ice-cream powder: Oro d’Oro. This ice-cream base has been designed especially for the Belgian climate. As 30°C is rather rare in our country, ice cream needs to be more than a mere refreshment. To satisfy the Belgian consumers, ice cream therefore needs to be fuller and richer. Oro d’Oro fulfills these requirements.


Oro d’Oro powder guarantees tasty and smooth ice-cream. You see, powder is not a suspect, it’s a partner!

(Charlotte De Ruytter, Laura Moerman, Sophie Naveau, Nina Vermaesen)

March 24, 2009

When your boss is snooping

Filed under: employee communication, Sophie Naveau — meertaligebedrijfscommunicatie @ 10:58 am


Needless to say: even at work, you cannot help checking your private e-mail box. Many companies are monitoring their staff’s private communications in order to filter out viruses and spam and to keep an eye on customer service. The question arises: should our bosses be allowed to open our personal e-mails? This seems an interesting and all the more tricky topic to me.

Laws already exist to protect employees from their boss’ scrutiny. In the UK, basic guidelines determine in which case employers can have access to their employees’ communications and what can be done with the information. In France, the law is more stringent: employers do not have the right to open any of their staff’s e-mails.

I am divided on the question. On the one hand, right to privacy is one of the Human Rights and should not be flouted. On the other hand, I can understand private e-mails monitoring. After all, you are not even supposed to check your private messages during work time. If you decide to do so anyway, you should accept that your boss keeps an eye on it…


 24th March 2009:

Crisis communication starts before the crisis

Filed under: crisis communication, Sophie Naveau, Uncategorized — meertaligebedrijfscommunicatie @ 9:27 am

When you think about ‘crisis communication’, I am sure you immediately imagine a situation of emergency, a lot of stress and a hectic press conference. For sure, you do not realise that, next to actual crisis management, crisis communication is also crisis preparedness!

It is most of the time impossible to predict when a crisis will strike. What you can actually do at all time is preparing your company to face a potential crisis. No need to say there are a lot of things at stake in a company: the organisation’s reputation, its market share and brand equity, as well as the confidence of customers, employees and shareholders. A crisis jeopardizes all these. This is why it is of the upmost importance to do everything in your power to prevent it from happening.

Therefore, remember the three following pieces of advice for a good crisis preparation:

– Identify your company’s weak points and take steps accordingly
– Simulate situations through crisis exercises
– For all this: seek advice from expert communication consultancy!


24th March 2009

November 1, 2008

Nokia towards the future

Filed under: marketing communication, Sophie Naveau — meertaligebedrijfscommunicatie @ 1:10 pm

Are you aware of Nokia’s current transformation ? Nokia is changing itself from within and moves to become an internet company.


Technology and discoveries make our surrounding world change continuously . As a consequence, our needs become different and so does the consumer’s behaviour. Being aware of the new usage we make of cellphones, Nokia also undergoes important changes and presents new devices.

Nokia stresses the fact that mobiles are nowadays less used to make calls than as ‘an extension of our connected lifes’. Mobiles have namely turned into internet devices. In order to stay up-to-date with that fact, Nokia has gone in partnership with the University of Cambridge. Together with the Nokia research center, they are looking at future technology. In this way, Nokia has recently come up with the brand new concept phone ‘Morph’: a ‘mixture of high technology and services’, product of nanosciences. Another example can be found in GPS technology. By connecting the physical and the digital world, Nokia’s main goal is to be up-to-date with our current world.

Nokia does the right thing by investing in future technologies. The human being continuously tends to improve his comfort. And if Nokia wants to stay in touch with the world’s evolution, it surely needs to take this fact  into account.

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