Its best to open with an anecdote: Once Upon a Time there was a weight loss candy called “Ayds”. This was in the days before the AIDS pandemic – the name was trademarked in 1,937 and peaked in popularity in the 70’s. But then AIDS came to the world, and the makers of Ayds had a full-blown crisis on their hands. They decided not to deal with it, believing the whole thing would blow over – and now they are nothing more than an anecdote, a joke used to demonstrate how important one’s name Read more [...]