As featured in Marketwatch, a mutual fund is now changing its name from Live Strong, given the disgrace that Mr. Armstrong has brought on his brand. While the F. Scott Fitzgerald maxim (soon to be rekindled when the new version of Gatsby hits the screen) that there are no second acts in America has been disproven many times, there are certain trademarked brands that go away forever. When the scourge of AIDS hit in the '80s, the diet supplement AYDS just died. Marks are meant to bring about positive associations and not derision.
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