What's in a Brand Name? In 2021 America, It Depends Who You Ask

Language and meaning in an era of polarization and rebrands

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In addition to freedom of speech and the press, the First Amendment of the U.S. Constitution ensures Americans have the right to peaceably assemble and “to petition the government for a redress of grievances.” This is what is known as freedom of assembly.

When Walmart launched a private label clothing brand in September, the retailer chose the name Free Assembly. The apparel line contains “timeless and versatile wardrobe staples that are easy to mix, match and assemble freely,” hence the name, a spokesperson told Adweek.

“The

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