Word: esso
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Their fear was caused by an announcement by the Marxist-Leninist People's Revolution Army, or E.R.P., which kidnaped an Esso Argentina executive, Victor Samuelson, 36, a month ago. The terrorists have said that he will be "tried" to determine the "crimes" of multinational corporations. The implication was that if found guilty, Samuelson would be executed. The guerrillas added that Exxon, Esso's U.S. parent company, owed $10 million in "back taxes," payable to E.R.P. Last week Esso was still negotiating with the guerrillas on payment of the ransom, believed to be the largest ever demanded in Argentina...
Japanese-style corporate paternalism is strong. Y.K.K. provides cut-rate bus service for employees, and Minami is forever throwing morale-boosting, all-hands-welcome parties at the Esso Motel in Runcorn. After work on Fridays, the Japanese make a point of dropping into Tanner's Pub near the plant to socialize, and the British employees like to ask one another "What doing?"-in good-humored imitation of their bosses' awkward English...
...switch began in July when the first of the company's 25,000 U.S. gas stations began putting up Exxon signs to replace the firm's other brand names: Esso, Humble and Enco. To fill its need for new signs (along with the big board, each station requires about 50 smaller ones for gas pumps and such), Exxon had to parcel the work among 30 manufacturers. In addition, the new trademark had to be affixed to 11 million credit cards, 22,000 oil wells and 18,000 buildings, plus innumerable employee identification badges, truck mud-flaps and pencils...
Tiger. As Exxon signs sprouted along highways, the company began a bouncy $25 million advertising campaign to gain public acceptance for its new name. Exxon brought the Esso tiger back into its ads with the slogan: "We're changing our name, but not our stripes." In one of the drive's most successful commercials, the tiger is summoned back to duty from the "Advertising Hall of Fame" and is given a banzai by such sales stars as Speedy Alka-Seltzer, Borden's Elsie the Cow and Planters' Mr. Peanut...
...such a troublesome and expensive switch? The main reason is that since the breakup of Standard Oil in 1911, no company can use the name Standard nationally-not even the name Esso, which comes from S.O. Jersey Standard used Esso in the East, Humble in Ohio and Enco elsewhere. With the Exxon name the company can eliminate wasteful overlap in production and promotion costs...