Word: anspach
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International Harvester, which lost nearly $3 billion from 1980 to 1984, is spending about $10 million to change names. The tab includes consulting fees to Anspach Grossman Portugal, a New York City concern that, with the help of a computer, came up with 300 possible new designations. The International Harvester name, though, will not completely vanish. Case now owns it, along with the red-and-black IH logo, and is using both in advertising campaigns. AGRICULTURE Showdown at Guacamole Gulch...
...eight Law School students being charged are third-year Charisse A. Carney; second-years Jill R. Newman, Marie-Louise A. Ramsdale, William Anspach, Jodie I. Grant, Lucy H. Koh and Derek J. Honore; and first-year Julie...
Most entrepreneurs dream of making a name for themselves, but others aspire only to make names -- for someone else. That is the mission of a coterie of corporate-identity consultants who create names for new companies and products. Anspach Grossman Portugal, a New York City consulting firm, oversaw Libbey-Owens-Ford's metamorphosis into Trinova, and suggested Consolidated Foods adopt the tastier name of Sara Lee Corp. Siegel & Gale, another New York company, persuaded United States Steel to transform itself into USX. San Francisco-based NameLab christened Nissan's Sentra car and Honda's luxury Acura model...
Business is brisk for these consultants as a result of the recent rash of mergers, acquisitions and spinoffs. Says Joel Portugal, a partner at Anspach Grossman: "Industry is in a state of flux, and that means business for us." When Bank of Virginia merged with Maryland's Union Trust Bancorp, Anspach Grossman suggested the name Signet for the combined company...
...headquarters in Manhattan, instructed its computer to create words starting with p and containing a double z. The computer came up with several hundred possibilities, including Priazzo, now a best-selling pizza dish sold by the Pizza Hut chain. When International Harvester decided it needed a new image, Anspach Grossman asked its computer to reel off names that suggested a "leader" with "direction and focus." Presto. Out popped "navigate" and "star," which were then combined to form Navistar...