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I am the second

Why corporate naming battles will become more prevalent

Naming a company has always been difficult, with founders needing to strike the right balance between meaning and trademark/domain availability. Now, though, the naming battle has extended to company descriptions.

Driving the news: Farmer's Dog, a VC-backed fresh dog food startup, is pushing for legislation in New York state that would create new legal standards for what types of pet product can be labeled as "food."

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