06-03-2009: Words Have Many Meanings MEMPHIS, TN (WKNO) - Many words in the English language have a lot of different meanings. We all know stories of brands that don't translate well from one language to another. When you're branding something, you'd better not just think of what is an obvious word meaning to you; you also have to think of all the other images that word may conjure to others.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com. © Copyright 2009, WKNO