They feast upon plant-based Beyond Meat BYND, +1.96% products. They wear Beyond Yoga athletic clothes. They tackle home-improvement projects with Beyond Paint products. They even feed their dogs and cats Beyond brand natural pet food.That can lead to trademark issues when a company name catches on — and others try something similar. A case in point: Beyond Meat had challenged the restaurant company Del Taco for trying to trademark the name “Beyond Taco.
Berman says that implicit in “beyond” is the idea of taking things “to point Z” and pushing past boundaries. For a consumer-facing company, that’s generally seen as a positive, Berman and other branding experts say.The name has seemingly been a boon for companies that use it. Beyond Meat has become a dominant force in plant-based foods, with its stock price more than doubling since mid-March of last year. Beyond Yoga was just acquired by Levi Strauss & Co. LEVI, +0.
In short, “Beyond Good” just resonated. “All these companies say they are doing good, but you have to go much further,” says McCollum. Still, the current vogue for naming things “beyond” speaks to how Beyond Meat and others have recently captured the public’s attention, marketing experts say. There’s a theory that what works for one company will work for another.
“We stay away from trending words,” says Ryan Goldstein, founder and chief executive of A.P. Keaton, a marketing agency that specializes in the alcohol and cannabis industries.
It's because beef has been demonized out of ignorance of grassland ecosystems which included ruminants, eg, bison. Regenerative agriculture/grazing with cattle mimics this and restores abundance.KissTheGround
wow
Beyond Afghanistan? ....
Above & Beyond
Taste = Beyond trash