Word: schermerhorns
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Meanwhile, frantic efforts were being made to design a new can. Such a job normally takes at least 60 days, but time was now agonizingly short. Bill Schermerhorn, Coke's brand manager, made an urgent telephone call last Monday to Alvin Schechter, creative director of the Schechter Group, a Manhattan design firm. By 10 p.m. Tuesday, Schechter had completed the assignment. The red can features the traditional Coca-Cola script with the word "Classic" in black roman type...
Actually, the soldiers rarely admit to any deep kinship. The ties that bind any platoon are fashioned by circumstance. "Out here, I'd take a bullet for any one of these guys," says Schermerhorn. "But there are probably three people here I'd give a s___ about keeping in touch with when I get home." Says Whiteside: "We get on each other's nerves because we see each other every day. But being stuck with someone 24/7, all there is to do is talk. Basically, it's like one big dysfunctional family...
...Colgan a gold charm bracelet for the baby he and his wife were expecting. He memorized the names, residences and descriptions of top Baathists. On patrols, Colgan tirelessly chatted up locals, recording their complaints in a green notebook he kept in a Ziploc bag. "When that notebook comes out," Schermerhorn says, "we know we're going to be there another hour...
...Schermerhorn sped away, the humvee's flat tire flapping crazily. Whiteside climbed out of the turret and began trying to resuscitate the lieutenant. Colgan made a gurgling sound. He has a wife and kids, Whiteside thought. We've got to keep him alive. Buxton grabbed the radio handset. "This is Tomb Raider 6-3 Delta," he said. "Lieutenant Colgan is down...
Rabena ordered that the platoon not be assigned patrols for four days. Schermerhorn acknowledges that he needed time to overcome his rage. "I wanted to be the first one to kick down a door. I wanted to find the mother____ers. But the one thing we can do is honor his memory. He'd rather we do that than go on a bloodthirsty rampage." A few days after the battalion's memorial service for Colgan, Rabena gathered Whiteside, Schermerhorn and Buxton and phoned Colgan's wife Jill. She asked them about her husband's final hours. Buxton gave her straight...