Vlog italiano - AIUTO, mi si è rotta la Bialetti!

Brand loyalty

Yesterday I was tweeting about coffee and I mentioned my Bialetti coffee maker. Suddenly I realised that whenever I need to buy a new coffee maker (every two to three years), I refuse to buy anything but a Bialetti. When I go to Italy, one of my favourite places to shop is the Bialetti outlet store. Why I wonder? What makes Bialetti the best brand in my little world? Why does my brain refuse to believe that other companies can make equally good coffee makers? And cost-conscious as I am, why pay more for a branded product?

The same goes for cornflakes. I only buy Kellogg’s. Not because they’re a client of the agency I work with, but probably because it’s the brand I grew up with. And having visited the Kellogg’s offices in Belgium has only reinforced my idea that its products best suit my taste buds. Then there’s make up. For me, it’s The Body Shop or nothing, even after having tried €50 Guerlain foundation.

In a way, as a translator, I’m responsible for selling products. I translate and localise press releases, product labels, marketing material, websites etc. On a professional level, I know exactly what goes into a 500-word press release. Months in advance, potential consumers are invited to try the product and give their opinion, which is then reworked into a motto or highlighted in a colourful textbox on the packaging. Translators are often sent internal guidelines and vocabulary lists. Every word is scrutinised by the marketing manager and the legal team. On a more personal level, I let my purchases be influenced by marketing and habit. Or is there more to it? I’m not sure what determines what we buy. Is it the position of the product on the shelf? Is it viral videos, ads, billboards? Or nostalgia maybe?

I’m quite sure in my case certain decisions are based on a nostalgic feeling that takes me back to my happy childhood years. My mum’s coffee (and caffè d’orzo when I was a little chipmunk) was and is to this day brewed with a Bialetti coffee maker. The only difference between mine and hers, is that hers is the traditional silver one and mine is… orange (that comes as no surprise if you read my blog). For breakfast I always had the Kellogg’s Variety packs, and I’d spend my first fifteen minutes of the day playing the games on the back of the packs. And if I remember correctly, my first lip gloss was one of those tiny pots by The Body Shop with raspberry flavour. So there you have it, brand loyalty explained from my personal point of view.

We all have brands we cherish. What are yours?

POWER NAPPING: SOME HANDY TIPS

Power napping is an art. And art can be viewed in many different ways. Therefore I don’t blame you if you think this is utter rubbish. To each his own.

Personally I believe power napping has helped me a lot over the past year or so. I feel a short nap in the middle of the day increases my productivity. Particularly when I manage to reach the REM stage, which can be difficult in such a short timespan. Still, my brain shuts off for a while because the atmosphere in my house changes (I close the blinds, switch off the sound on my laptop and my mobile, and I snuggle up on the sofa). Also remember that while you sleep, you give your muscles a chance to relax, which can relieve tension headaches fairly quickly (believe it or not, I’ve cut down on the Syndol!). In a nutshell, power naps have improved my quality of life and dare I say, also the quality of my work.

It all started when I was browsing some random website about corporate culture in Japan, where power napping is not frowned upon. On the contrary, companies even create special “napping nooks” for their staff or they allow workers to sleep at their desks. How cool is that?! So I thought, “OK, my lunch break’s coming up. Let’s give this a try.” I was instantly hooked.

The first time I tried it, I was lucky I think, because I was so exhausted that I instantly fell asleep. The following day it proved to be a little harder. Your body has to get used to falling asleep quickly and waking up soon after. After all, a power nap typically lasts about twenty minutes. On average, depending on how busy I am of course, I have power naps twice a week, during my lunch break. These are my tips (as in yesterday’s post, I’d like to point out that I’m not a health professional, these are just my personal guidelines, I can’t guarantee they’ll work for you):

1)   Drink coffee – it sounds contradictory, but caffeine kicks in after twenty minutes, so by the time you wake up, the caffeine will have given you a bit of a boost.

2)   Don’t power nap in bed. You associate your bed(room) with deep sleep, so it’s better to choose a different location: try having a nap on the sofa or on an armchair in the living room, or why not, even at your desk.

3)   Darkness and silence are key – eliminate all potential distractions: light of course, but also phones, computers, even ticking clocks can stimulate your alertness.

4)   Remove your watch – set your alarm clock, but remove your watch. Make sure you can’t check the time, because if you do, I guarantee you’ll start counting the minutes and your brain will just respond by thinking “Never mind, it’s not worth it anymore”.

5)   Relaxing music can help, or even a white noise machine. Any repetitive soothing sound (cat purring, air conditioning, air purifier etc.) can induce sleep.

6)   Incense or aromatherapy candles (careful not to burn the house down though! I don’t personally leave candles on while I’m asleep…) can set the right mood. Vanilla is a classic, but any pleasant scent will do. Why not vary according to the seasons? Cinnamon in winter. Rose in spring. Citrus in summer. And I’m not sure about autumn; it’s like the odd one out, isn’t it?

7)   Don’t give up.  It might take weeks or even months for you to get used to this new way of working, but once you’re comfortable with it, you’ll see results fast!

Power to the people (who power nap)!

Sempre e solo Lavazza

I'm half Italian. I love coffee. And by coffee I mean espresso.

I studied in Italy for a few months, which fuelled my caffeine addiction even more. I would literally have a coffee – sorry, espresso – every hour. And real Italian espresso is nothing like the schifezza they drink here: soluble coffee – I can’t mention any brands, but you all know what I’m talking about. Now the problem is my body can’t really handle caffeine very well. I’ve always been a nervous person. My heart rate is always far too high, and yet I can’t resist the temptation.

I bet my boss thinks I can handle stress. After all, I manage to translate very creative texts in the blink of an eye, especially poems, my pièce de résistance! Sorry boss, I panic. A LOT. I’m a perfectionist. And when the going gets tough, the coffee gets poured in industrial quantities.

I’ve tried switching to tea – peppermint, lemon, raspberry, even chamomile. My taste buds hated it. Subtle flavours, yuck! I need the kick of espresso. Lavazza. Yes, it has to be that particular brand. I refuse to drink anything else.

I know coffee breaks are a big thing in offices – people get together, gossip, enjoy a sweet treat and get away from it all for a few minutes, all while sipping a delicious cup of black gold. In my case, coffee is my main source of hydration. So wrong, I know. I’m forcing myself to drink more water, but when you’re freaking out over a deadline, your dog is barking like mad because he needs to go for a wee and your e-mail server is blocking all your outgoing messages, water is not exactly the best pick-me-up. Maybe in those cases I should just scream beam me up!

Heart-shaped coffee spill... Coincidence? I think not!