Why don't identical twins don't have identical first names? Though they may look the same, they're not. Just ask their parents. Even as newborns, they could tell them apart, and as they grow up, they're distinctions become ever more pronounced. This is why we don't give twin babies the same first names.

In the business world, this idea would seem to carry over as the foundation for a common sensical approach to branding-that different products need to be different brands with different names.