Anybody want an Ordinateur de la Pomme?

Of all the things I read in the newspaper this morning, the most interesting had to be a report of the struggle of American-based chain stores to use their accustomed brand and logo in Quebec. Because they like to think of themselves as an independent country when everybody knows they're really not, the Quebecois are really snippy about when you have to use French. It's something they can control, so like any amusing and harmless petty tyrant, they're having at it. Stores must have their aisles marked mostly or even completely in French. Until this year, however, they haven't been nearly so strict about exterior signs.

Recently, however, the local attitude has done an quick change and without warning has now commanded all exterior signs to be in proper French, like Poulet Frit Kentucky. Companies whose names don't naturally lend themselves so easily to translation are up at arms. Apparently, there was a near fistfight in cabinet meetings over how to deal with the 'R' in Toys R Us. Okay, I made that part up. But just barely. The legality of all of this is dependent on the difference between trade name and brand name, because you can have whatever brand you want but your sign announcing your business has got to be French.