Word: anspach
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Dates: during 1980-1989
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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...
That corporate name change was but one of 707 made so far this year, according to a survey by Anspach Grossman Portugal, a New York consulting firm. Last year 871 companies renamed themselves. While the trend toward name-lifts is hardly new, it has recently been accelerating...
...Rose ranch; Quisto (Edward Albert), who wants to put oil derricks on the grazing land; and now Chance (Sam Elliott), fresh from a seven-year stretch for murder one. The women, too, can be hard as a Texas dirt road and twice as dangerous: Grace McKenzie (a sizzling Susan Anspach), the cook, serves up more than biscuits, and Colleen Champion (a restored Cybill Shepherd) looks ready to make trouble with every male on the show. The first episode gives hints of money wrangles and byzantine plot twists, but The Yellow Rose could be more than a prairiefied Dallas. NBC says...