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This all got away from my original thinking. About "What companies do you like?"
Maybe it should be "What companies do you NOT like." And what makes you not like a company.
We all associate good things and bad things with logos and icons and names, and stuff.
For instance, instinctively, when I say 'Philip Morris' you probably recoil in horror. What if I say 'Philadelphia cream cheese' or 'Jell-O' or 'Foster's Lager' or 'Breyers Ice Cream' or 'Altoids Mints' or 'Miller Genuine Draft' or 'Post Grape-Nuts' or 'Kool-Aid' or 'Sanka'.
These are all brand names under the Philip Morris umbrella.
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