Definite Articles in Brand Names

Stylized definite article (Public Domain)In a recent piece in the Wall Street Journal, Emilia Petrarca writes about the appearance of “The” in brand names. Petrarca writes:

“Today, a smattering of new labels seem to be taking a turn for the literal: The Garment. The Expert. A Newsletter. “The Record.” These names, with their requisite articles and deadpan tone, stand apart from the buoyant and whimsical brands of the tech boom, or the short, cutesy titles of the last decade’s deluge of direct-to-consumer companies.”

Read more over at the Wall Street Journal.