Word: naming
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Dates: during 1990-1999
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...because of a pall of New England Puritan guilt, or decades of nerves frayed into vermicelli by the exploits of Bucky Dent or Bill Buckner. The Sox lost because two mighty players--Pedro Martinez, the best pitcher in baseball, and Nomar Garciaparra, the finest shortstop whose first name happens to be his father's name spelled backward, at least until there's a better shortstop named Bob--could not carry 23 relative mediocrities on their backs...
...Martin's Press recalled the book when a newspaper report revealed that the author is on parole after being convicted of trying to have his boss killed, a charge St. Martin's said it had confirmed. Hatfield initially maintained that he was being confused with someone of the same name, but then stopped commenting, on his lawyers' advice. Maybe he could write a memoir instead: Unfortunate...
...American example is Mohamed Al Fayed, owner of Harrods, London's famous department store, who says he wants to copy the success of American licensed goods like the Jaguar Collection and Calvin Klein that are sold in his store. "The American brands really have no assets apart from their names, which they put on other products and designs," he says. "I want to follow that example." This November, Harrods' lines of premium-priced fine jewelry, watches, fragrances, leather goods, foods and linens will be available to consumers. "There is unlimited value in the name Harrods," Al Fayed says. Harrods...
...says Equity Management's Konkle. Every brand has a "core equity," which is its image--what it stands for in the minds of consumers. Is it a premium brand? Does it signal value? What image does it conjure up? "You can't just put out a doodad with a name slapped on it," insists Michael Stone, co-director of New York's Beanstalk Group, another large licensing agency. Missteps abound among those who have held that simplistic view. Take Virgin Clothes: British entrepreneur Richard Branson has successfully etched his Virgin trademark onto a host of products, from CDs to cola...
...authors believe is inevitable ("You could wind up covered in mud if you dish dirt about the wrong person"). The Posts also deal with private problems, like what you should do if a co-worker has bad breath or smelly feet. Their bottom line: etiquette is a fancy name for good behavior in the workplace...