Word: esso
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...leases which made them, overnight, independent businessmen. Spreading rapidly into other States where rigorous chain legislation was in force or in prospect, the Iowa Plan became a national transformation. Beginning last January, great Standard Oil of New Jersey leased or sold 2,000 of its 2,500 company-owned Esso stations. Continental Oil disposed of every one of its 1,276 stations. Phillips Petroleum retained only six stations as training schools...
...competitors like Texaco and British-controlled Shell could rove the whole union. In 1929 President Walter C. Teagle stepped out of bounds to acquire a company (Beacon Oil) with retail outlets in New England, province of Standard of New York (now Socony-Vacuum). Last month he put a subsidiary, Esso, Inc., on the heels of Edward G. Seubert of Standard of Indiana...
...Esso built three service stations in St. Louis, painting the pumps and buildings red, white and blue-the precise colors of Mr. Seubert's stations. Although Esso displayed signs reading NOT CONNECTED WITH STANDARD OIL CO. (INDIANA), Mr. Seubert was furious. Last week he marched into a St. Louis Federal Court to file the first big lawsuit ever to disturb the live-and-let-live peace of the Standard Oil companies...
...Teagle's trademark "Esso," complained Mr. Seubert, was merely the letters "S" and "O" spelled out. Standard of Indiana had been marketing "SO" oil & gas for 40 years. Therefore Standard of New Jersey, in advertising "Esso," was blatantly appropriating "without expense, fraudulently and unfairly, the goodwill, reputation, celebrity and public confidence which the plaintiff has built up." Mr. Seubert asked the court to enjoin the intruder from selling "Esso" products in any of the 14 states served by Standard of Indiana...