They say a rose by any other name would smell as sweet—and by “they” I refer of course to William Shakespeare. However, with all due respect to the Bard, I heartily disagree. If a rose was called a ...

Consumers don’t mind when companies use misspelled words – think Lyft for “lift” or Froot Loops for “fruit loops” – as their brand names, as long as the alterations aren’t too extreme and the ...