Word: brands
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Dates: during 1960-1969
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...President Johnson's failure to reconcile candor with public statement came to be known as the credibility gap. Spiro Agnew has developed his own brand of un-believability-the incredibility...
Orders of Magnitude. In the summer of 1968, on a philanthropic whim, Brand loaded 40 books and assorted merchandise into a battered 1963 Dodge camper and toured New Mexico's hippie communes dispensing tools and practical advice to the new settlers. That original Truck Store turned a modest profit of $300, and Brand decided to expand into a mail-order operation that would provide wider, more efficient dissemination of theory, fact and artifact. Working for months with a small staff of testers and contributors, he turned out a catalogue with a first print order of 2,000. The book...
...dinosaurs," says Brand. "It's best to be a mammal. Most of what we are doing here is to aid and abet the development of mammals." To that end, the catalogue lists and reviews instructional manuals in such arts as giving a massage ("People rubbing people is always nice. People rubbing people with skill is an order of magnitude nicer"), making beer and wine, building a classical guitar, Film Making in Schools ("Hot ziggety zag") and playing music on a computer...
Although the Whole Earth Catalog is selling briskly across the U.S. and abroad, it may soon become a collector's item. Brand plans to cease publication in 1971. "If by that time there aren't people and ideas around doing a better job than we have, then we'll have failed," he says. Brand expects to keep the Truck Store operating as a mail-order service, but his personal plans are indefinite-to say the least. "I may just spend a while having fantasies," he says. "But 1971 is a long time from now -like a generation...
Spirit will win you a ball game that you wouldn't otherwise win, but you have to play a fairly solid brand of football in the process. Harvard hasn't, and only the most uninitiated observer of the Harvard team this fall has failed to notice...