Word: esso
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Dates: during 1970-1979
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...Perhaps the savings Esso has achieved through layoffs are now being used in its $100 million campaign to change the name to Exxon. What a waste...
...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 will be giving up one of the world's best-known brand names: Esso...
Cloak-and-Dagger. Why the switch? Ever since the 1911 breakup of the Standard Oil 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...
...year-long study-sponsored in part by a $25,000 grant from the Esso Education Foundation-will try to assess the academic, social and psychological gains and losses that could result from such a change. The study will comprise extensive interviewing and polling of students, faculty and alumni...
From the Japanese point of view, particularly, the alliance is important. Not only do the Japanese rely on an American defense umbrella, but, more importantly perhaps, they are dependent on Esso, Caltax, and other American firms, along with the Dutch-British Shell combine for most of their crude...