Word: exxon
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...product is one of marketing's most dangerous and delicate tasks. One major misstep can confuse consumers and cause sales to plunge. Nevertheless, Standard Oil Co. (New Jersey) decided last May to gather all its products, its subsidiaries and its corporate title under the single new name of Exxon, a less than lyrical word produced by a computer and meaning nothing at all. Now, after an exquisitely orchestrated campaign of advertising and sign changing, Exxon Corp. is well on its way to bringing off one of the most extensive, expensive and successful name changes in marketing history...
...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...
...included in the 1973 proxies since last year's resolution failed to receive sufficient support to be repeated this year. Also, PALC regarded the Gulf proxy as a one-shot proposition and probably would not begin a proxy campaign against another company on the Harvard list such as Exxon. The lack of talk about Gulf since PALC's response to Steve Farber's Angola Report in October backs up this conclusion...
...while knowing that "The Wad," as he calls the general public, will always watch something rather than nothing-and indeed be soothed by it. Mailer seems both fascinated by and resigned to the power of mass noncommunication. He even offers the possibility that Esso is changing its name to Exxon because it sounds like Nixon. This seems farfetched, although one recalls that 20 years ago Mr. Clean was created to resemble President Eisenhower...
After decades of grappling with the national advertising and marketing problems that a multiplicity of trademarks entails, Humble officers last week announced final agreement on a compromise. As of next January, the firm will change its name to Exxon Co., and in July its three gasolines will become Exxon, Exxon Plus and Exxon Extra. A $25 million advertising campaign will herald the name change. Another $100 million will be spent to switch signs at the company's more than 25,000 stations and impart Exxon to its letterheads, gas pumps and trucks...