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Companies Spend Money, Time on New Corporate Names
But these days, the name game seems a lot more complicated, sometimes needlessly so, with marketers getting a little too cute for their own good, according to some branding experts. Consider Kraft Foods, which faced a wave of criticism after picking the name “Mondelez” for its planned global snack-company spinoff. The food giant said the name came from combining “monde,” derived from the Latin word for “world” and “delez,” meant to convey “delicious.” But when said in Russian, the name sounds rather like the expression for an oral-sex act, as Crain’s Chicago Business recently pointed out.
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