custom localization files/item name issues

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So I've been trying to add some custom item names into the game via editing en.w3strings using the w3strings encoder/decoder.

 

The issue is that after encoding the modified file and placing it in the mods content directory.

 

However the space where the item name should be shows up blank ingame like this:

 

http://i.imgur.com/2sWXiOl.jpg?1

 

Obviously I'm doing something incorrect in setting it but after having compared my modifications to en.w3strings to those made by

 

Other mods I can't see any obvious differences between the two.

 

This is the custom item entry:

http://i.imgur.com/OBzvnlm.png

 

And this is the en.w3strings that I've created:

http://i.imgur.com/EYLa8Tp.png