Word: branded
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Dates: during 1970-1979
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...first statesmen to congratulate Kreisky was West German Chancellor Willy Brandt. That was particularly appropriate. Both men spent the war years in neutral Sweden, and both are committed to a reformist, pragmatic brand of socialism...
...Jersey and its Humble Oil subsidiary to get a secret peek at the mock-up of a gas-station sign that will probably become familiar to millions of American motorists. After two years of intensive sorting and musing, Jersey Standard officials have all but decided on a new brand name to be used in all the company's 28,600 U.S. stations. In a final test of consumer reaction, oil and gas are now being sold under the Exxon name at 33 company stations from New Hampshire to California. The decision represents a considerable gamble. Adopting Exxon, the company...
...trust, legal restrictions have barred any firm from using the name Standard nationally-or even the name Esso (which comes from S.O.). Jersey Standard had to operate Esso stations in the East, Humble stations in Ohio, and Enco stations elsewhere. But this was no way to build strong national-brand consciousness. In their search for a new name, Esso executives worked in cloak-and-dagger secrecy. To ensure security, they typed their own letters and memos. The project even had a code name: Operation Nugget...
...search team considered thousands of possibilities, including meaningless letter combinations clacked out by computers. Because the new trademark might eventually become global, one of the company's existing brand names, Enco, was quickly discarded. In Japanese it means "stalled car." At last, after polling 7,000 consumers and testing names in 55 languages, the company chose the computer-produced name of Exxon. Its basic appeal, explains one oil executive, is that "it says nothing and it means nothing...
...usually beside the point. It is the style of each individual piece that really makes the show. Some have a verbal brilliance that suggests what Printer or Joyce might have done if they had been born in this country. One skit, called "Image Sales," is a staccato recitation of brand names, commercial pitches, and want ads that conjures up visions of America choking on its own verbal clutter. Another mixes the language of a Brooklyn barroom with the rhythmic moans of an OMchant. Other vignettes are purely visual, as when, after going through the motions of a Madison Avenue version...