Hi Alan! Providing some universal marketing principles is a great strategy - we all tend to follow similar precepts when putting together a marketing plan, positioning a product or service or creating a brand - yet you raise an interesting point about different meanings of words and sentences across cultures. Have you ever, per chance, demonstrated in a fun way what the outcomes might be given an inappropriate or mis-perceived use of a word or phrase (given the differences in cultural reference)? Just curious... Thanks, Jay Hollowell ED106 Facilitator