anchor: Exempted from Novak's observation might be executives at Reebok, who last year professed to have been unaware of connotations associated with the name they gave to a new women's running  Incubus.
positive: Reebok shoe company professed to be unaware that the name Incubus was perhaps an inappropriate name to give to a women's running shoe.
negative: The word Incubus would not be a red flag for any person expecting to buy a shoe.