Last sum­mer, one of the wine stores^[1] that I fre­quent most announced that it would be mov­ing later that fall. Since the name of the shop included the street name where it was located, they would be chang­ing their name — and they were hold­ing a con­test for cus­tomers to sug­gest a new one. The win­ner got a $250 store credit, so I was keen on win­ning… but my sug­ges­tion, La Dolce Vino, didn’t win (maybe some­one else can use that). When the relo­cated store opened ear­lier this year, I was quite sur­prised to see what did win. Per­son­ally I found the new name unin­ter­est­ing (maybe that’s sour grapes!), but the big­ger sur­prise — and mis­take — was the unin­ten­tional brand association.