Intangible assets are under the spotlight in the cities that promote the entrepreneurial renaissance. From its logo to artistic assets and corporate brands, the city communicates its excellence by relying on language skills to raise productivity and competitiveness of the economy. English is the natural candidate, having won the primacy as a communication medium to compete in international markets, create businesses and interact in digital networks. The fortunes of a language can be traced in the ecology of the species that inhabit a community. From an economic point of view, growth fuelled by discoveries, inventions and innovations results in successful, universally recognized, entrepreneurial species whose popularity spreads worldwide the use of their language. The ecology of the species born from the Internet has been instrumental in promoting the supremacy of English. The economic growth fed by the English status as lingua franca wipes out the use of an increasing number of words in a language different from the dominant one, which eventually withers away so as to run the risk of marginalization and disappearance. It is estimated that this is a worldwide phenomenon, which is alleged to be carrying out a systematic attack on 7,000 known languages (Underwood, 2014)
