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Jennifer Lawrence’s new production company is called Excellent Cadaver – but why? Pic: Getty

These days, it’s all about being on brand – so it’s time to know yours well, and choose your language accordingly.

I don’t wish to sound the klaxons for the death of the English language just yet, but I believe a little canary has just breathed its last in the mines beneath the Oxford Dictionary offices and that this moment took place when Jennifer Lawrence announced that the name for her new production company would be Excellent Cadaver. What, I hear you say? Yes, Excellent Cadaver is the oddball moniker that Lawrence – currently the highest paid actress in Hollywood – has opted to use for her company to back film and TV projects.

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