The British chocolate bar Yorkie should have licensed me, but not for the name of the product. No, they should have licensed me for their ad line.

While advertising the exclusivity of one’s product is a viable gambit, it’s unwise to actually exclude most of your potential customers. So if instead of labeling their product with IT’S NOT FOR GIRLS they had said IT’S NOT FOR LICENSABLE BEAR™, the effect would have been the same without excluding girls, some of whom actually like chocolate, I hear.

But then, I’d really want one!