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Iceweasel has zero to do with the ASF, so not a useful example.

"Open brands" is not the perfect word, I agree, since "open" really can't apply to trademarks (well, at least not for long!). But "Open" hints at brand governance for the community itself, not for a single for-profit corporation.

Is there a bigger argument, or just terminology here?

Trademarks can't really be open the same way code is, but they can be managed for the public good, not for profit.

@mattdm