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Making sure a company or product name does not offend anyone, sound strange or translate into something other than its original intent in countries all over the world is no easy feat. For
Choice Translating, based in Charlotte, its their profitable niche examining product names in multiple tongues.
"It's expensive to create a brand identity," says Vernon Menard, who
co-owns [For Choice Translating] with his wife, Michelle. "We're cheap insurance."
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Found in translation: Avoiding multilingual gaffes
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