Story of a bongo

Very often, when I hear or read the name of a brand, I wonder about the story behind that choice. That is what drove me to tell you where the name Bongolingua comes from.

It all started when I was working at Philip Morris and we were planning the launch of a new L&M line-extension. I was asked by the head office in Switzerland to assign a code name to the project. So, not really knowing where to start, I turned to the brand handbook for inspiration. After a while of browsing I came across an advertising graphic called Bongo and thought to myself: it's a short word, it's easy to remember, it's the same in many languages, it has a special sonority and it's linked to the brand.

Over the years I discovered that this new line-extension we launched in Spain had officially adopted the Bongo name internationally. From Singapore to Mexico, there were many countries that were introducing L&M Bongo in their markets.

So when I thought of giving a commercial name to the translation service I wanted to undertake, it occurred to me that Bongo was a great candidate. Beyond the attribute associated with universal communication with a bongo, there is the affection and fond memories it brings back to me.