Drago Štambuk
Episode · #289
BREND FORUM Drago Štambuk
Guest Drago ŠtambukHosted by Božo SkokoMay 3, 2026
Drago Štambuk
About this episode
What you'll hear in this conversation
The conversation begins with a seemingly simple question: why do we borrow words when our own language can express the same ideas? Drago Štambuk, a physician, diplomat, and poet, has dedicated much of his life to answering it, not just theoretically, but by coining new Croatian terms for everything from 'AIDS' to 'brand.' He challenges the assumption that foreign technical terms are inherently superior, arguing instead that a nation's strength is tied to the vitality of its language. This discussion makes a case for linguistic self-reliance, offering a fresh perspective on how identity shapes, and is shaped by, the words we choose, and how that choice impacts how we connect with an audience.
Insights from the conversation
What to take from this episode
01
The Croatian word for 'brand,' 'oznak,' was not borrowed but coined by Drago Štambuk, earning him an award for its fitness in the language. The most effective communication often means inventing the right word, rather than simply adopting a foreign one, to truly resonate with an audience.
02
Štambuk's lifelong preoccupation with language began in elementary school, where he first felt the 'wound' of linguistic divisions between local dialects. The most enduring pursuits, even abstract ones, often originate from a specific, personal imbalance perceived in formative years.
03
He coined 'kopnica' for AIDS because patients would 'waste away like snow,' a vivid metaphor for their rapid decline. Even highly technical terms can carry emotional weight and connect more deeply when they draw on powerful, everyday imagery.
04
The term 'ritmodajnik' (rhythm-giver) for a pacemaker immediately explains its function to any listener, unlike the English acronym. If a technical term requires a separate explanation for a layperson, the term itself is often poorly chosen; clarity and immediate comprehension are more valuable.
05
Štambuk's 'Golden Formula of the Croatian Language: Čakaj što' aims to unify the country's three main linguistic idioms through 'koinization' — a mixing and permeation of diverse elements. True integration isn't about imposing one dominant standard; it's about creating a shared space where distinct identities can flow into each other.
06
The historical efforts towards linguistic 'koinization' in Croatia failed when its elite proponents, like Zrinski and Frankopan, were executed. Even the most forward-thinking visions for cultural or market integration can stall without continuous, influential advocacy from their champions.
07
As a poet, Štambuk argues he is uniquely equipped to coin new words because he deeply understands language. The ability to define and name new concepts isn't just about technical accuracy; it requires an intuitive grasp of language's nuance and emotional power, often found in unexpected sources.
08
Štambuk insists on using 'oznak' for 'brand' because 'a nation that respects itself must respect its language.' There's commercial and cultural value in asserting local identity through linguistic integrity, rather than uncritically adopting foreign terms.