Product-specific brand names run the risk of dilution or confusion when paired with products outside that brand’s purview. Dunkin’ Donuts-brand bagels? Iced Tea from a Farmer’s Cow? The redundancy of FedEx Express? All are examples of a kind of rust, a kind of calcification: The continual building-up of ideas and strategies and products available. Is there value in sticking to a more generic brand name (Wal-Mart, Target, Costco, etc.) so that no product is off limits?

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