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Branding a domain with history

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Has anyone had any experiences (good or bad) trying to brand, or create a brand, with a domain that has some history behind it?

The history isn't anything negative, but just not related to the new idea planned with it.

There isn't a huge amount of historic information about the site that used to exist on the domain - but can be found.

Would you just go for it and ignore past associations - or would this be a complete no-no?
 
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Come on - don't be shy.

I'm sure some of you have some experiences to share....
 
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