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Ah sweet, sweet Google!
Just a thought for the day! :)
A while back, I promoted a small French site for a local Gizmo in French project. Of course this Gizmo in French project used "Acme Widgets" (in English), what else? So they were mentionned here and there in body text without any special attention. Not a single page had "Acme Widgets" in page title and it was a perfecly legitimate use of the Acme brand.
Here is the interesting part, another few months later we recieved a phone call from Mr. X of the Acme Widgets company! He was referred by Mr. Y from the Gizmo in French project. So we inked a very nice account this way.