Word: trademarking
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...because so many of its highly visible practitioners are on the West Coast, this new cooking is an intellectualized, even esoteric style, characterized by the use of fresh native products and seemingly disparate ethnic ingredients and influences in a single dish. In addition to local produce, some of the trademark foods are goat cheese, blue cornmeal, wild mushrooms and game. American wines from a number of states are featured. The preferred fuel for grilling is mesquite, a wood native to the Southwest. Indeed, that part of the country, along with Louisiana and the Carolinas, provides much of the inspiration...
...canned mushroom soup, Back-to-Bataan Spam and patently disgusting creations like a cabbage-apple-and-pickle salad with evaporated-milk dressing. The Sterns, who write several columns and report their findings regularly on the CBS Morning News, also offer better choices, such as soups and pot roasts. The trademark specialty of the down-home movement is mashed potatoes with lumps. Never mind that the test of a cook's skill has always been the absence of any such flaws. So important are lumps to the new authenticity, one suspects, that processors of dehydrated potatoes will include a few synthetic...
Companies that began as a whim or a part-time venture are scrambling to fill orders. General Comet Industries, which licenses a comet logo, has enticed nearly a dozen businesses to slap the trademark onto products such as running shoes and cocktail mixes. General Comet also sells its own paraphernalia, including elegantly engraved "comet stock" certificates at a mere $9.95 per 100 shares. "We started this as a lighthearted spoof," says Ryan, "but the response has been overwhelming." Two years ago, a pair of air-traffic controllers in Albuquerque launched Astroline Products, selling Halley's pins, caps and traveling bags...
...people know that Penn was the same old Penn, there was his trademark publicity shyness. (He faces assault charges stemming from an alleged Nashville attack on two journalists.) Two nights before the wedding, he was photographed making his way into his bachelor party with a towel or blanket wrapped around his face. And few wondered who had scrawled an obscene greeting in the sand off Unger's house for photographers to read from the helicopters above...
...beginning to look a lot like a corporate Christmas. Just take a peek at Santa's list. For Jeff, a C.P.A. who dreams of the open road, St. Nick is bringing a Harley-Davidson beach towel. Steve, a devoted cola drinker, is getting a sweatshirt emblazoned with the Coke trademark. Lara, a young sweet tooth, will find a pair of Hershey overalls under the tree. Dan, a Dr Pepper fan, will get a brand-new refrigerator (price: $529) plastered with his favorite soda's trademark. Indeed, as consumers head to the stores this week for the first official...