Word: optimae
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...what happened next? Late last year, Swingline, which is owned by Fortune Brands, came out with five new models (including the ergonomically contoured Optima Grip), which it claims will help it revive market share to 70% by the end of the year. Yet Moses' PaperPro has come on strong, selling 1 million units in its first six months in a market that sells 25 million annually. At the Staples chain, which offers Moses' product under the One-Touch brand, sales average 20 units per store each week--10 times what the chain expected. "We respect what they've done," says...
...business, but we are determined that it not turn into serious business. We devise a mock Napoleonic "N" with a laurel wreath around it for the neck of the bottle. On the label we poke fun at the usual corny hype on our competitors' bottles with Nomen Vide Optima Expecta ("See the Name, Expect the Best"), Tutto Naturale, and in place of a copyright notice, we have "Appellation Newman Controlee." As a spoof of businesses that tout their ancestry, our slogan is "Fine Foods Since February...
...reports, which flag potential lenders to contact their home or office before approving an application. Two months after Johnson posted these preauthorization advisories, Gateway's lending arm called to say it had rejected a fraudulent application. The same day, American Express phoned to see whether Johnson had received an Optima card--one he hadn't applied...
...already stolen my identity. At first I just kind of vaguely noticed that I wasn't getting my American Express bills anymore, which at the time just seemed like a good thing. Then I got a call from the AmEx fraud department asking me about some charges on my Optima card. I had never used my Optima card. It's just one of many credit cards I ordered because I got frequent-flyer miles for signing up. I would agree to just about anything for miles...
Many are offshoots of Optima, the company's first credit card. (The venerable green and gold cards are not credit cards that can carry over a balance but charge cards that require payment-in-full each month.) Want to earn discounts on golf lessons or a new set of clubs, for example? The American Express Golf Card, an Optima card issued with Callaway Golf, was designed for that. Or how about dollars off hotel rooms or a chance to rack up frequent-flyer miles? Among other programs, American Express offers Hilton Optima and Delta AirLines Skymiles cards...