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Burger joints' obscene branding could backfire, experts say
More fast-food chains are going with unpleasant or obscene-sounding brand names. The restaurant chains -- the names of which aren't repeatable -- see outrageousness as a brand asset, but experts are betting the strategy will backfire. "If the name doesn't imply good food, or a memorable dining experience, you could be shooting yourself in the foot," says Jake Hancock of the Naming Group.
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