“What’s in a name? That which we call a rose By any other name would smell as sweet.” In Shakespeare’s soliloquy, Romeo and Juliet, Juliet isn’t allowed to be with Romeo because his family name is Montague… sworn enemies of the Capulet family.  Of course she doesn’t care about his name, he’d still be everything she wanted irrespective of what he was called.  The rose would still smell as sweet irrespective of what it was called.  “Trados”, “SDL” and “RWS” have endured, or enjoyed, a feuding history as competitors in the same industry.  Our names are our brand and now that they’re changing do... Read the full text.
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