CHICAGO – There are some companies that not only own brands that are classics, but are also classic companies in themselves. Companies like Chelsea Milling (maker of Jiffy mixes), C.F. Sauer (maker of Duke’s mayo and Sauer spices) and Gold Pure (horseradish) sell basic, straightforward things, execute them without deception or
CHICAGO – Back in the 1950s, Bab-O was one of the top bathroom and kitchen cleansers, along with Ajax and Comet. Today, the cleanser is distributed by Fitzpatrick Brothers of Chicago. The brand shows up at assorted variety and specialty stores. Here, the current packaging, a gel version with bleach.
Most companies don’t want average people in their headquarters. They say that there are “insurance” reasons they don’t have a display in the lobby or that “liability” or “OSHA” or some other rules prevent customers from touring facilities. But we know that is a bunch of bunk. It’s an excuse.
How place names represent brands Anyone who names things for a living will tell you a name is simultaneously the most important and least important signifier of a brand. It’s the most important because it’s the most succinct verbal expression of everything the brand stands for. It’s the least important