Hessian – A brand for sale

b : a German mercenary serving in the British forces during the American Revolution; broadly : a mercenary soldier

Powerful, unavoidable connotations are only valuable in a brand when they reinforce the product being sold.

My only concern is the stigma of this idea will certainly carry over to its purchaser. I, personally, will always have this first impression of the brand as it is currently presented. How can I take this brand seriously in another space, representing a different product or business?

Today, Hessian branded itself as some kind of supply-side logo design. That is what I will always think of when I see it, not its new owner.