Investigating 'globish'

Gloria Gibbons

The paper critiques the use of Globish, the 1,500 key words in the English language, developed to help make international business communications more effective.

Investigating 'globish'

Gloria GibbonsOgilvy CommonHealth

The drive to make adverts understandable around the world by using a reduced palette of words and images is diluting the message, so a brand champion is needed to maintain the spark

Are we all turning 'Globish'? And doing this at the expense of our brands? When some of the trends in international brand marketing are considered, I fear we are. And my mission here is to get your support to change this.

Globish, for those who have not come across the term, is the English language in 1,500 key words. It was developed...

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