[saalweachter]

I understand the desire to protect your trademark, but if you want to make a trademarked brand part of your business, maybe don't build your business around a generic term?

[a3n]

Maybe building your identity on something generic but relevant is a good way to crush the competition.

Or even companies that are not at all in competition. See the story on Lemonade and T-Mobil currently on the front page. https://news.ycombinator.com/item?id=21453626