Author: Rosie Reay (Page 1 of 16)

Ebro Voice is the blog of author Rosie Reay to compliment her love of travel, languages, books and authors, history, research, local legends, news bits and bobs
, trends, reviews and other geographical and environmental information on this lovely L'Ampolla coastline, Ebro river valley and Ebro delta in Catalonia, almost midway between Barcelona and Valencia in Northeast Spain. There is a serious side to her research in promoting not only local business enterprises but her insatiable interest in the marketing, branding and etymology of global company and product names

Salazar’s chocolate cake experience in L’ampolla

April 15, 2023 /

It pays to eavesdrop! My ears pricked up when I heard ‘Chocolate cake’ being discussed by walkers passing us by, trampling on the wooden promenade in the quaint seaside town of L’ampolla stretching alongside the Mediterranean Coastline. Fortunately, they stooped to tie a trainer’s shoelace and they continued drooling on about what an amazing luncheon they had over-indulged in, at the new restaurant Salazar. Salazar is at the top of the town.

Thursday afternoon 13th of April (indeed my lucky number!) I ventured out to test this for myself.

I was met by such a congenial host George Pieper that hails from California and -drum role- had even lived in Mountain View. ( Flashbacks of such happy memories there.) He got my vote! I ordered Cafe Americano and a slice of chocolate cake that comes with a solitary fresh strawberry, complimented with vanilla ice cream (my choice over chocolate ice cream). I wanted to taste the chocolate in the cake as a stand-alone flavour.

So where am I? (Carrer Banys 43, L’ampolla ) https://salazars.es/

I settled down on the sunny outside terrace (protected somewhat from the wind) to enjoy, not only the culinary moment but a view that I never ever tire of watching, the aquamarine-blueness of the sea contrasting with the blue and white sky brightness, adorned with bougainvillaea framing the foreground. The Beach Avellana was practically empty. A bare-chested lone fisherman balanced on the rocky outcrop. His body was already deeply tanned and he was not dissuaded from the pesty cold wind that kept whipping up unexpectedly.

I sighed, not so bad being a woman alone this afternoon. I was at peace with my world. I idly watched my grandson Adria happily waiting at tables at the neighbouring restaurant – Comodoro. He had donned a blue ‘hoody’ tracksuit top to brace the wind as he scurried back and forth, to tables on the terrace overlooking the sandy beach.

Gosh! This coffee is so good. Cafe’ American is perfect. Just how I like it. Served in a charming coffee cup (that a man-sized hand could hold the handle with ease). Ecologica inscribed on the inside brim in gold and boastings of Cafes Brasilias on its side with quiet elegance. Mmm! I sip the coffee slowly not wanting this moment of enchantment to end.

I’ve lived in Terres del Ebre since 2004 (L’ampolla 2021 to present) and this is our lament where can we share late afternoon coffee and cake out with friends, but not have to buy a full meal to arrive a the postre trolley. I know it is a frightfully British habit. I also know that my Dutch and German friends – even the Swiss who live out in the el campo or tourists who come down in their motorhomes seek out this social event. Besides Wednesday is Market Day here in L’Ampolla. Why not stroll around the local stalls working your way upwards and Voile! Salazar’s is at the top waiting with whatever food you require for lunch or maybe just tea/coffee and cake of Chef Herve Plormel’s choice of the day.

Now we can hook up at Salazar be it mid-morning, lunch grill and so on, or high tea time!

Aaah! My cake has arrived. Ooh- aah! The moistness looks just right. A lovely fresh large strawberry (not bottled t.g.f.t.) sliced in half embraces its side. A wonderful generous spoonful of vanilla ice cream sits proudly out front. Elegant, sweeps of swirls of strawberry sauce complete the perfect presentation across two stylishly cut slices of chocolate cake, on a glistening white plate.

( Aside: “Nothing is bought in. Everything is ‘homemade on-site,” proudly shared by George Pieper.)

Now for the cake test…

It is not often I am silent for so long. It is seldom I do not talk while I eat or glance at my mobile. NO Sir- no! I do not stop except for a pause and sip my coffee. It may seem insignificant to some, but I was impressed that they provided a really decent-sized and thickness of napkin. ( Quite essential for folk of my age if they are inclined like me to miss my mouth and land on my ‘shelf’.)

That cake was scrumptious, delicious -out of this world.

“I will be back!”

(c) Rosie Reay

Ebrovoice -Let the words flow…

@theebrovoice

OPPO…opportunities or something else

September 16, 2022 /

Testing out this name publicly on professionals, technical, computer geeks orientated and otherwise, in Europe I asked the question: “What does the company or product name OPPO mean to you?”

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This was presented in their home language. I was either met with shrugged shoulders of zero recognition or as one suggested it would be a great name for a cat or a Great Dane. (No offence intended it was their knee-jerk response.)

Did you know OPPO has been sponsors for Wimbledon Tennis, FC Barcelona in the past? They were visibly surprised.

Do you know who they are sponsoring now? No idea.

Guess I never asked any video gamers who use GAME SPACE (130 million users across 40 countries) or followers of League of Legends.

https://nexus.leagueoflegends.com/en-us/2019/09/oppo-joins-lol-esports-as-new-global-partner/

Yes, League of Legends has a new sponsor. Who else other than one of the most reputable telephonic company in our universe. The fusion between LoL Esports and OPPO, the market-leading firm of the Chinese conglomerate BBK Electronics, which has become its first global partner within the Smart telephone industry.

OPPO Reno League of Legends

For quite a few years now, OPPO has channelled a good portion of its endeavours towards the arena of video games. They´ve already incorporated the system Game Space on the brand’s terminals .

So is it still a good name if no-one locally knows about you? But they do know about League of Legends.

Is it still a strong brand name, but the marketing team has missed the mark or the tagline is not descriptive enough?

What happens when the sponsored event overshadows the brand name of the sponsor or is lost in the stampede or is it? I am sure the parent company of OPPO are not concerned about their name being tarnished by a few Europeans who do not know them. Their corporate investment must be huge and and full risk assessment carried out before hand.

League of Legends https://www.leagueoflegends.com/es-es/ all three major esports events, as it is often referred to will have major world coverage , so let us see their marketing team putting OPPO up in lights.

Perhaps, there are other things coming into play here on the global market that is not obvious to English speaking countries, but is so obvious in the land of origin – China or people who speak Mandarin.

Since 2016 in China, OPPO was declared the biggest smartphone company, selling their phones at over 200,000 retail stores. 2019 became the top smartphone in China, thereby being ranked as No.5, in worldwide market share.

Guangdong OPPO Mobile Telecommunications Corp., Ltd, trading as OPPO, is a Chinese analog or digital equipment  manufacturer with their headquarters Guangdong at Donnguan -the Pearl River Delta. Smartphones, smart devices, audio devices, power banks, and other electronic products adorn their vast product line. The company has expanded rapidly to 50 countries since filing in 2001 their brand name OPPO (registered 2003).

Etymology:

Strange, I know, but I am passionate about etymology and linguistics. It is amazing what your eyes first read, as a voracious and fast reader, and not necessarily the word in play. I saw HIPPO…Yet, Hippo ( abbreviation of hippopotamus) has nothing at all in common with a company name OPPO, other than the parent company is extremely long with multiple names relevant to its location and founders and it has an affix mentioned twice as PO.

I like the affix -PPO as it different and the double P implies stress in pronunciation.

OPPO = also resonates with the much used colloquial expression for opportunities or your options;

=oppo/ˈɒpəʊ/ noun -informal British meaning a colleague or friend, “an old oppo of mine;”

= oppo in politics refers to the opposition party or opposition research

PO = The Po (/poʊ/ POH, Italian: [ˈpɔ]; Latin: Padus or Ēridanus; Ancient Ligurian: Bodincus or Bodencus) is the longest river in Italy and a long way of China;

= British abbreviation for the Post Office

OP= abbreviation widely used into two avenues:

= OP refers to a medical surgical procedure. It may be plural as OPS;

=OP(s) in USA & UK military jargon when on a Tour of Duty.

Guangdong OPPO Mobile Telecommunications Corp., Ltd – definitely a name to be reckoned with in Smartphones and gaming applications.

Naming Alphabet Soup 101

(c)Rosie Reay and BrighterNaming

Evacuees Spanish Civil War -Tortosa.

April 14, 2021 /
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One of the highlights of this year’s programme is the forced exile by this unpleasant, unwelcomed Civil War, the evacuated route, those Tortoisins followed away from the bloodiest, most horrific bombing cascaded on them by the Italian fascist aircraft they did endure on April 15, 1938. Twenty tons of bombs fell from the skies, more than in Guernica -the Basque country, on good Friday. Later sadly referred to as Blood Friday.

[Aside: There is so much about my immigrant, beloved Catalonian homeland of seventeen years, that I do not know the history about. Through my writings, readings and research I endeavour to resolve and share it with you, my readers. I apologize profusely for ignoring these facts purely because they were written in Catalan. And why shouldn’t they be? It is their language- it is up to me to conquer and understand it.]

Starting today a week of exhibitions, conferences, book presentations have been coordinated by the Tortosa City council for the second year running. (The covid restriction guidelines have been applied accordingly. )

  • Wednesday 14th, at 7 pm, A Week of Historical Memory from 14 to 19 April. ‘Displaced people from Tortosa, rooted in Vic’ will take place, which aims to follow the path taken by the Tortosa community that settled in the capital of Osona. “We know that many people from the city had to take refuge in Vic, and that is why we will have the dissertation of the Osona historian Xavier Cateura,
  • Thursday 15, the Marcel·lí Domingo library reading club will focus on the renowned Pulitzer Prize-winning comic ‘Maus’, which narrates with illustrations the torment of the Jewish community in Nazi Germany. The event, at 7 pm, has limited access due to the covid measures and a place must be reserved at bmd@tortosa.cat or at 977 445 566.
  • Later, at 7.30 pm, in the didactic classroom of the Museu de Tortosa, The second Petjades Awards will be presented, which recognize the research work on historical memory carried out by students at Terres de l’Ebre high schools.
  • The following Friday at 6 pm sharp in the Marcel·lí Domingo library (necessary to reserve space due to limited capacity), the in-person presentation of Víctor Amela’s book ‘Ens robar la joventut‘ {‘We steal the youth.’}
  • Lastly, on Saturday at 12 noon, the inauguration of the exhibition ‘Persecuted and Saved’ (‘Perseguits i salvats’)will take place, organized by Amics i Amigues de l’Ebre at the Museu de l’Ebre. A sample that revisits the journey of the evacuees, through the escape routes of exiles during the Civil War. These same tracks later served the Jewish arrival from their persecution, during World War II.

Ernest Hemingway

There is a fathom of written works out there to delve into and immerse yourself for never-ending hours in history, stories, well-written journalism and biographies. The man I am partial to is Ernest Hemingway. – the more I read his writings the more I want to know. Despite what some may feel that the Civil War is boring to hear about, he was here in Tortosa reporting on thises horrors -read his works!

A Week of Historical Memory from 14 to 19 April.

Councilor Dolors Bel emphasized that “it is important to know our history and delve into what has happened to our environment, to our ancestors”, (“és important conèixer la nostra història i aprofundir en el que ha passat amb el nostre entorn, amb els nostres avantpassats”)

Tortosa remembers!

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QUDINI – queuing solution applications

April 8, 2021 /

Houdini-QUDINI

The ‘Houdini ‘ for resolving all your business queuing challenges, whether it is systematical or in person. This may be for example in the supermarket social distancing access ‘Green Light’ entrance and monitoring the queues (especially under Covid-19 restrictions in the UK).

Qudini software gurus have advanced their system even further. You no longer need to stand in line for the arduous length of time and brazen the climatic elements. Their mobile/cellphone ever-evolving options enable you to tap into the DIY store/supermarket programme in order to book your spot – the next in the queue. You are given a user-specific code for that shopping moment experience. They inform you of approximate time delay; notify you when it is your turn to leave your vehicle; pick up your shopping trolley/cart; show your identification code (as allocated by Qudini on your mobile) and you enter obligatory masked(!) to a happy, safe, uncrowded, shopping experience.

Houdini was not just an escape artist by magic. No! He carefully thought out each step to analyze the problem of entrapment and restriction. Every disentanglement was done in a pre-studied order, timing and method to emerge successfully free without causing harm to himself, other stage members or his awestruck audience of followers and non-believers.

Retail Choreography – a business-critical strategy

Yes! Qudini has nailed it as being the retail choreographer. They have formed awe-inspiring robust and compelling order to glide us in authoritative sequences across versatile and ever-changing stages. Thus we are able to embrace the changes we face in the ‘new- normal’ business world encountering diverse pandemic, cultural and environmental adjustments.

Name style, origin and tone

Thus, it is ever appropriate for the company to settle on a coined name of the two strong words Queue + Houdini= Qudini [ Cue/dee/nee]or [Kew/di/nee]. The tone and image of the name create the delusion of escaping from the problems surrounding a never-ending, exasperating queueing system. The play on words is puny and memorable.

In the UK we are brought up with the decorum of standing in a queue in an orderly fashion. In the USA you stand in line – same difference. Now in Spain, they have a whole different system of standing anywhere you choose and merely say: ¿Quién es el último? (Who is the last?). Yet the name is portable and easily enunciated by non-English speakers as [koo/di/ni.] In Mandarin Chinese they have the “qu“in 出去 chūqù, which interesting means to “go out.”

The letter q is of undetermined origin, stemming down from an Egyptian hieroglyphic sign appearing like a looped rope leading on to the shape of a twinned loop detected in ancient Semitic calligraphy.

The Romans had attained the early Greek habit usage of koppa for a k sound before u and adapted the sign to a more rounded shape with a curved tail. In this style, the letter Q evolved from Latin into English. Thus, many words in English have the prefix QU.

Many companies have utilized this prefix QU to create unique names and an assured market place over the course. To list but a few are Quaker oats, Quick Books, Quest Softech (India) Ltd., Quintegra Solutions Ltd, or even the Chinese like Qunar (去哪儿 / qù nǎ ér) and Quiksilver (极速骑板 / jí sù qí bǎn). Now, we add Qudini to the special Q-name list.

Quality of a Company’s brand

In order for a name to have that quintessential appeal in their trademark registration category it has to be quite special – it must be ‘heard above the herd’.

Qudini has achieved it!

Naming Alphabet Soup 101

(c)Rosie Reay and BrighterNaming

ASTRA ZENECA – a brighter name for a brighter solution

November 12, 2020 /

Covid-19 Vaccine

Forthcoming vaccine out of Europe as a cure for Covid-19. A giant step forward in the right direction.

Do you ever pause and wonder how linguistic, international naming consultants come up with such awe-inspiring and memorable names?

Product Naming

Naming a great product brand and company names are not achieved by merely throwing random names into the magician’s hat and saying, “white rabbits” and hoping thé name hops across the polished boardroom table. Naming is a carefully crafted process with many years of in-depth knowledge, long hours of study and research into the etymology of word origin related to thoughts and ideas. These are usually requested by directives within the prospective Naming worksheet (hopefully supporting company documentation on product details/corporate images is forthcoming). However, with Start-ups, they may/may not have the marketing knowledge. 

Company Naming

This Covid-19 vaccine developed by Pharmaceutical company’s impressive name came about from a massive merger, of not only 2 great companies, but by design, they co-joined two historic names in the bio-medicinal industry. “AstraZeneca” is a made-up name, formulated by a Naming/Banding agency directed to discover a unique name, trademark free, which began with the first and last letter of our English alphabet letter. Furthermore, phonology must ensure memorability in the customer’s minds, while morphology consisted of no greater than three syllables and without an insulting innuendo in any language.

https://www.scmp.com/news/world/europe/article/3108924/astrazeneca-ceo-says-coronavirus-vaccine-could-be-ready-december

Yet, how did they originally come up with Two names👉 Astra+ Zeneca👈?

Hmm?😷👀👂🌟💢 👆💡

Zeneca was successfully formed in June 1993 by the demerger of the pharmaceuticals and agrochemicals businesses of Imperial Chemical Industries (ICI) into a separate company. Oct 17, 2019

Origin of zen

Zen means https://www.yourdictionary.com/zen

It is from Japanese 禅 (zen ぜん).

In Buddhism: A philosophy of calm, reminiscent of that of the Buddhist denomination. Zen focuses on awareness through the practice of meditation to become extremely relaxed and collected.

“An approach to an activity, skill, or subject that emphasizes simplicity and intuition rather than conventional thinking or fixation on goals.”

Origin of astral

Astra has deep, poignant roots in the Greek Astron, meaning ‘a star’ = /ˈastr(ə)l/; pertaining to resembling the stars and the importance of astral navigation Also one of the five Greeks gods of the “Wandering Stars” Astra-Planeta = and Astraeus (god of the dusk); their spiritual beings; an existence linking to differing psychic and paranormal phenomena- of which the actual human body is considered a counterpart.

Conclusion

The Oxford counterpart for the Covid-19 seems to be racing against the clock to out-smart Astra Zeneca, as delivering the first vaccine against this awful pandemic virus. We don’t know for 100% surety which will have a more effective cure. Yet, what I do know, is that the name Astra Zeneca does stand out in the crowd and is not in lost in all the other generic names containing “Oxford”. Their name is co-joined. It is unique. It has longevity.

AstraZeneca logo 3D
Designed by Interbrand in 1999

Naming Alphabet Soup 101

(c)Rosie Reay and BrighterNaming

European Van Courier Ltd

September 25, 2020 /
-Spain-France UK-Ireland and back down to Spain again.

From a pick-up in one country, to a timely delivery drop-off at a doorstep in another and back again –the Van man that can– Alan Holt! Some of you may not recognize him as he is now all smooth, clean-shaven Yorkshireman.

However, this ‘new-normal’- look only enhances the character and integrity of this man. Alan is open, honest, fair-minded on his pricing, his service and does deliver in an efficient and assured timely manner. https://www.facebook.com/europeanvancourier

Currently, Alan is doing a very popular two trips a month. He will not only deliver in one direction but bring pre-arranged, synchronized cargo back on the home-run. Please give him notice as he fulls up pretty quickly. He is a very approachable guy so don’t hesitate to give him a call. (Usually replies within a few hours, as he may be driving.)Or drop him a line on :info@eurovancourier.co.uk

UK: +44 7823 596124

Spain: 0034-602577018

This is a perfect legally, registered and fully insured business, as well as all items, for your peace of mind. He is not flying under the radar. So your goods are safe. He is totally reliable and trustworthy.I personally received cargo delivered promptly to my finca here, near Tortosa, today. He was courteous, professional and helpful. I will definitely be using him again, but for a family box to be delivered to West Yorkshire, U.K., in late October.

“With decades of experience in the haulage industry, planning and transporting sensitive, delicate and high-value items throughout the UK and Europe, we have the knowledge and experience to move your items safely and efficiently from door to door. Whether you need us to transport documents in an envelope, house contents or a classic motorbike, we can transport it safely and efficiently. European Van Courier Ltd. provide you with a live tracking link, so you can monitor our vehicle throughout its journey, and you can message the driver directly to rearrange delivery.”

Basically, what he says, he does deliver!

Alan Holt pops up everywhere and you can now follow him on Instagram toohttps://www.instagram.com/europeanvancourier/.

Srixon golf balls

August 3, 2020 / / 0 Comments

– has a soft feel for both male and female professional and amateur players.

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The selection of which golf ball to tee-off with is a personal choice of the player. Srixon has them in both ‘notice-me’ yellow, snow-white or lady-pink, with an appropriate same-slogan on both – soft feel.

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The Brand name.

The golf product name is as important to the manufactures survival in this crowded global field, as to the players choice. It needs to be unique, modern, (even if it has evolved from the long parent company’s descriptive name) and of course, trademark clear! The spelling can be coined and unusual, by that it becomes memorable and identifiable! Yet, have a feel and tone in the name that flows implying the texture and potential of these golf balls in every swing-male or female.

So, where does the name Srixon come from?

Believe it or not, the Japanese parent company (Sumitomo Rubber Ltd, now SRI Sports Ltd), first manufactured rubber products since 1909 especially, motor racing tyres. So too did Michelin and Dunlop.

Sumitomo is a surname and their Marketing team soon realized that name would not fly, even though some surnames still have a place of longevity in the naming world.

How do you pronounce Srixon correctly?

Aside: I asked once again for clarification from my resident linguistic colleague in Japan.

ts スリクソン、surikuson (the ku is relatively quiet). So the main feeling is “slick” + “on”

Also, in Japanese, R and L are not easily distinguished from each other as there is only one sound they have which is similar to both of them. They often will mix these letters when translating to Roman characters, such as writing rice as “lice” etc.. so Srixon should have been Slixon if they had carefully considered the name for English speaking customers.

Global English speaking variations on the name Srixon.

These are for information (but please refer to the correct Japanese pronunciation above) to company directors and product managers how important it is to say your name out loud on the international markets before committing to the name on the table. You may not have a century to prove your brand worth!

Below are a few of the more common one’s heard around the golf fraternity

  • Sir-icks-on;
  • Sh-ryan;
  • See-ree-on;
  • Six iron -(Where did that come from as syllables are transposed?)

Conclusion.

I wasn’t seeking out Japanese words/products/names per se. I was merely fascinated by the spelling compared to how different continents would pronounce that morpheme “srix”. Fortunately, the mispronunciation has caused no harm in this case and the Brand is strong with world recognition and lasted over a century.

Furthermore, setting aside the Japanese prefix element the suffix “Xon” is a person’s first name that means “God is good” and is of Hebrew origin. It sounds like <Shon> but is common among modern-day naming of Asiatic children.

Srixon (always designing new products) holds the largest number of golf ball patents in the world! The product name works- it flies off the golf shelves as fast as it flies off the tees! It has that soft feel and tone to it. If you missed this golfparty.es because of ‘lockdown’ there will be many more supporting this strong brand name – S-R-I-X-O-N.

(c) Naming Alphabet Soup 101: Rosie Reay and www.brighternaming.com

“Country cousins” Tortosa Free-day

May 17, 2020 / / 0 Comments
Tres amics són tres cosins, tres cerveses … potser!

The term “country cousins” often pops up in English literature with no implied intention of insulting their sophistication, but rather as an affection or a tongue in cheek expression. Prior to the days of London’s Zoological gardens when friends, relatives, or strangers from the countryside were visiting the City, it was a wonder what to do or where to take them. Thus, in novels it is written to take the “country cousins” to see the Royal lions guarding at the Tower.

However, I (their birth-“Foden” Cousin from Jesús. Tortosa) was treated to the first break with my cousins( from higher up River Ebro at Benifallet) for a drink and a chat outside, since the lockdown on 14th March, 2020.

The quandary: Where do we go? We don’t have lions in Tortosa, except one statue on my gateway entrance and that doesn’t count as a place of interest. We were all in agreeance that a beer or two and some nibbles (aka tapas) to sit outside were on the cards, but preferably near greenery and not pavement side. So my cousin headed for Tortosa Parc.

We are only in Phase 1 of the opening up of Terres de l’Ebre region since the lockdown. We were all masked up and like excited kids (or thirsty camels heading towards an oasis) hurried to the freedom of the park, along with an over-excited 5 month-old Maya, the German Shepherd puppy. Oh so cute!

The tables were all well spaced out as they are to do so under the controls as stated and no inside drinking. My cousin told me not to touch the table until she’d thoughtfully brought out her mobile bleach and sponge cleaning kit. I was impressed. She also placed a sanitizer bottle on the table for us to share.

Aside: the only slightly awkward issue was the fact that we could eat and drink outside the bars, but we were not allowed to use their toilet facilities – nor any others available! So it was prudent to control your consumption. (LOL)

It was crazy busy with not enough waiters to cope. So the service was slow but the Bokatines staff were friendly, courteous, and well protected. We were all just so happy to have that time in open spaces away from our respective fincas but to people-watch instead. We have been more fortunate than most as we have not been enclosed in confined spaces of apartments – many without balconies or open roof-top places to breathe and enjoy the evening air.

However, I personally feel I have had too much of the countryside and yearn for people’s contact. My cousin asked me how I was feeling now. I replied that I keep looking at the people and feel like they are two-legged aliens that I once knew in another life. It felt so strange to be seeing so many people in, what was such a normal pre-Covid-19 area, where the bars next to each other, overflow across the main rain of Avenigua Generalitat into Tortosa Parc.

I felt exhilarated!

Sunday evening 16th May beers and tapas in Tortosa Parc




Three canyons of beer arrived with the dew running down the glass, served in gloved hands, and plates of tapas of nachos with bacon and cheese and patatas bravos with allioli. We dived on the food like hungry lion cubs and the lager beer hit the spot -every time! Well- there was one or two top-ups but no-one was really counting.


The conversation flowed to and fro between local family catch-ups about Valencianos and Brits, Californians and New Yorkers too, not to leave out our nephew and niece in Japan. Much discussion of how this pandemic has impacted everyone personally and their private lives, their businesses, and those in the tourist rental industries. Yet, everyone seems to have continued working online, new projects, existing projects, and finding activities to occupy themselves. It is encouraging to hear that Germans are still enquiring to come down to Spain, just aren’t allowed across borders if no Spanish residencies in place.

So please tell me:

~ How has your first week in Phase 1 passed in Terres de l’Ebre?

~How do you envisage improving or changing anything in the coming week while still in Phase1?

~What ideas or motivation can you share within the community?

(c) Tales from the Ebro River Valley: RosieReay

TOkyo SHIBAura Denki name changed to K I O X I A

April 26, 2020 / / 0 Comments

The coined abbreviated historic founders’ name of T O S H I B A Memory announced in April 2022 their brand name change to Kioxia.

Etymology

  • The new name is a commingling of the parent manufacturing company’s home language of Japanese and Classical Greek, to form a smooth tone, a sleek unique global name that will ‘be heard above the herd’ of their competitors.
  • K i o k u is Japanese meaning memory
  • A x i a is Greek denoting value
  • End result equals K I O X I A
  • So how do we say it in Global English: Key-oh-koo-she-uh
  • Spelled out in Japanese it’s キオクシア (My thanks goes to the pronunciation guidance from a resident Japanese speaking Naming Consultant colleague.)
  • On their website, they have ニュース beneath the name. By merely looking at the graphic image of that word as a non-Japanese speaker I read it (with a tongue in cheek quip) as ‘equals 1 name from 2 words’.

Why the name change?

Damage limitation to a global name that incurred a massive financial disaster investment in the American nuclear reactor industry and as a result, suffered a tarnished brand image.

Now Toshiba has a complex infrastructure and a nightmare of a headache to bring all their global companies of varying names from creation or from mergers and amalgamations to all fall inline under the new and I’m sure what is going to be an eye-opener of a strong, unified umbrella shouting out Kioxia.

One of the European companies to undergo a radical name change is OCZ Storage Solutions Ltd in the UK. The OCZ part of the name flies out of American parentage originally. Yet the ‘Storage Solutions’ is very generic and to someone not in the know, it could imply any kind of general storage and not necessarily Memory. Thus, metamorphosis has seen Kioxia Technology UK Ltd emerge.

On the continent, the formerly Toshiba Memory Europe GMBH embraced their new name as Kioxia Europe GMBH

Kioxia

Product Branding Architecture.

The innovative new-look corporate logo of a silver Kioxia is refreshing – encircling cleverly the different and individual product colours of magenta, light green, orange, yellow, white the light blue, and black writing enhances the final touches of the brand image “Communication colours.”

The reasoning behind the colour branding is to make them highly recognizable and customer friendly so they can select and recall quickly the right product for their specific memory application solutions.

Kioxia Aim

The heritage foundations of the mature Toshiba still exists but this progressive memory technology is the new growth and the core creating uplifting choice experiences to be the world leader of ever-evolving Memory.

Under Covid-19 Conditions

More and more people are being forced under Covid-19 virus lockdown restrictions to stay safe at home and need to continue work online remotely from their normal workplace. They need a product that is reliable for their comprehensive Memory Portfolio.

Kioxia is so dedicated to expanding their new brand and customer needs they have continued manufacturing at two plants in Japan: Yokkaichi Plant and Kitakama Plant even while the Japanese government extended the State of Emergency across the whole country.

October 2019 they formally altered the company name but all the marketing and opening out globally was planned for April 2020, and they tried not to succumb to the Covid-19 pandemic as a deterrent to their evolving new Memory businesses. Yet their care and safety to those employees on the production lines have been increased, monitored, tested, and is paramount to the Corporation of Kioxia.

(C) 2020 Brighter Naming and Rosie Reay: Naming Alphabet Soup 101

Change in the historic “Book & Rose Festival” day.

April 24, 2020 / / 0 Comments

No, El Dia del Llibre is not cancelled in 2020, merely moved forward to July 23rd after the Covid-19 virus lockdown is lifted, (even if social distancing must still be strictly adhered to), the show must go on! I for one would love to see the national dance of Catalonia, Sardana, performed in Barcelona’s Plaça Sant Jaume or even to attend one of the bars where they have 24-hour Readathon (if a lady of my age can stay awake that long. Hmm!)

Sant Jordi’s Importance to the Catalans

23rd of April is known as Sant Jordi’s fiesta day throughout Spain, but he is the patron saint of Catalonia. The Catalans’ attitude towards this romantic celebration of giving books (El Dia del Llibre)and roses (El Dia de la Rosa) on this special feast day is of unwavering importance to each and every one of them. The gift of roses has dated back to medieval times as a romantic gesture. Yet, it was only a lover of all literature Barcelona bookseller who in 1923 started promoting this bookselling day in esteem remembrance of some of our greatest writers in Shakespeare the Bard and Miguel Cervantes, who both deceased on this same day.

The legends of Sant Jordi slaying the dragon and saving the princess (Montblanc, Medieval festival, Catalonia- except cancelled this year) have been written about in many children’s books in as many languages. I have often favoured to use them in tutoring materials for youngsters. Today, I still delight in reading them myself.

However, in March Catalan News reported that “the Som cooperative and the Mortensen agency launched the #LlibreriesObertes campaign“. This is an innovative way to assist the booksellers who would suffer an untold financial loss during this crisis where they normally sell over 800,000 books on this one day. Thus, this scheme allows us during the virus isolation period to order and pre-paid (the money is forward immediately to the bookshops to keep them afloat) for the books of our choice and post-lockdown we can pop along and pick them up. These co-operatives were encouraging the people to come out on their balconies and read out loud from a chosen book today. How cool is that?

The Florists who make the lion share of their income on Sant Jordi’s day were also encouraging people to order their flowers online and to decorate their balconies still in the celebration of this feast.

2020, 23rd April-Barcelona to Terres del Ebre

So how did you spend this day?

I was delighted to wake up to see some awesome and cleverly crafted cartoons being shared with me across both Facebook and WhatsApp. They were so clever and so depicted the times we live in under this pandemic. I think these cartoonists justly deserve praise and airing to those who did not see them. They say a picture speaks a thousand words – well, these did speak to me as a voracious reader.

Then another writer/artist friend of mine Nuria Vives who usually resides on the outskirts of the Ebro Delta sent me a deserted street photo of Barcelona – a view from her Mums apartment. This crossroads junction (Arago’ Street) would pre-shutdown be hustling and bustling and full of people on the street celebrating El Dia del Llibre. Furthermore, knowing my obsession with books shared a quotation/drawing from “one of the most beautiful books I have read,” by Antoine de Saint Exupery, l’auteur aussi des dessins – The little Prince. So I look forward to reading both the English and French versions.

A young romantic couple sent me a lovely photo of themselves with a cheery message, “Much love from Jesus, El Canalet, “Jaume and Fressia. Due to the closure of businesses in Barcelona they have returned to spend isolation in the countryside, just outside Tortosa. They are fortunate to now have a garden/land to walk about in, unlike many confined to their apartments with or without balconies back in the capital. Yet, I’m sure they would have preferred to have been able to celebrate Sant Jordi’s day in the traditional Catalan way if we were virus-free. At least they are thankfully safe!

A close friend and another prolific reader, Araceli who hales from the Tortosa area, shared my sentiments indeed when she posted today quoting Oscar Wilde “If one cannot enjoy reading a book over and over again, there is no use in reading it at all.”

I smiled to myself as I’ve started re-reading one of my favourite books (in English) of a well-known author from Catalonia: Carlos Ruiz Zafon, The Shadow of the Wind while I was sitting on my finca admiring my roses coming into bloom.

Well, while the likes of Araceli and myself await the libraries re-opening or personally pouring over umpteen bookstalls (now 23rd July, 2020) and finally hand-picking an armful of literary geniuses that we have not read, we will merely make-do with what we have in-house. (Charles Dickens and Shakespeare I’ve read several times and will again.) Yes, my soul-sister as you rightly say we will never be deprived of our love of literature, no matter how strange the confinements were on this Saint George’s day.

Aside: I look forward to you sharing your experiences and photographs in my Comments .

April 23rd in World History:

  • 1154 Damascus surrenders to Sultan Nur ad-Din van Aleppo
  • 1229 Ferdinand 111 of Castile conquers Cáceres
  • 1343 St.George’s Night Uprising in Estonia
  • 1348 1st English order of knighthood founded (Order of the Garter)
  • 1456 Sant Jordi (Saint George) became the patron saint of Catalonia,
  • 1504 King Maximillan 1 route troops to Bavaria
  • 1616 simultaneous deaths of Miguel Cervantes and William Shakespeare
  • 1926 El Dia del Llibre (The Day of the Book) officially declared
  • 1988 ‘Pa de Sant Jordi‘ culinary tradition for April 23rd was created by master baker Eduard Cresp at La Feca Balmes in Barcelona
  • In 1995, UNESCO adopted 23 April as WORLD BOOK DAY

(c) Tales from the Ebro River Valley: RosieReay

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