For something you are marketing/selling directly, it is not effective to hedge with two names to the same market/consumer. Even if each name pulls slightly bett

For something you are marketing/selling directly, it is not effective to hedge with two names to the same market/consumer. Even if each name pulls slightly better in different ways, you are losing a potentially larger market that needs to be hit with an exposure threshold to your brand before they buy (lookup 'advertising rule of seven'). Also very confusing when customers who reference each other as part of purchase process are using different named versions. In almost all cases, better to have a single brand, then test different marketing or solution approaches to placing that brand.