Steph and I are on a random tour of Stevens Creek Blvd in Santa Clara, CA. One of the places we decided to stop at was Cost Plus World Market. I never really realized it but the store aint half bad. There is a decent selection of reasonably priced houseware and relatively exotic imported food. It is like a Trader Joe's mixed with Crate and Barrel. I can't help but wonder if it would be much better served by a name that isn't quite so literal. By being called Cost Plus, they are needlessly diluting their brand equity. I would feel happier and more proud shopping at a distinctive name brand that has no low cost connotations, especially if rationally I know I am getting a great deal. That is how brands become sticky and addictive.