The Bon Mot, or Choosing the Right Word

As a writer, you need to be as sensitive as possible to the nuances of language -- natch.  You need to be alert to the various meanings a word can have, and how context can alter them.  In the editing process you need to make sure you have anticipated every possible way in which your sentence can be construed, because if the words you choose are even slightly off target, the consequences can be disastrous.

I know that things can often get skewed -- or lost -- in translation, but even so, in this age of globalisation I hope the marketing consultants who came up with this brand are kicking themselves now.