Naming a firm is izipizi
Save time by listening to our audio articles as you multitaskIn recent years the country has succumbed to the meaningless globish beloved of startups the world over. Among its own firms are Mirakl, a French software firm, or Lunchr, which operates a smartcard for meal vouchers . A greater delight is France’s fondness for brands composed of phonetic misspellings of its own phrases. Kiloutou, which in French sounds likeor “who hires everything”, rents out diggers and mechanical equipment.
To the guardians of linguistic purity all this is an affront. The Académie Française, established by Cardinal Richelieu in 1635, still rules on which foreign words are acceptable. It currently disapproves, for example, of “millennials” in favour of. The Académie does not pronounce, however, on brand names.
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