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Show w f fmd Mm - trade-mark- e Service Utah governmental officials including all members of its will Congressional delegation, close ranks Wednesday in an effort to improve the area's air , service. Unfortunately, the consulting firm continues, the selection of a snappy trade name today is enormously complicated by the fact that all of the logical choices have already been snapped up and. in aq attempt to come up with something new, there is a (terrible tendency to pick a name that is either dull, uninformative, undistinctive, misleading or laughable. wprst of all So far, the firm has $.'500,000 involved in research, and has anmarket studies and production start-up- , other $150,000 on the line for kick-of- f advertising. And so the world meets; "Lard-. the soap that makes . . you smell, 0 boiling-po- t The legal complications, alone, are a n'ghtmare since any 'company planning to distribute its product nationally must register, and clear, its tradfc name with all 50 states avoiding not only duplication, but even names that sound too much like an established one, already registered. You will thus become a cropper if you try to sneak onto the market with a "toothy-frui- t chewing 'gum, a "great nuts flakes, or an international half-millio- ? Of BFsk' Air s Other personal names that became without alteration, Lippincott and Marculies point out, include the fuzzy Smith Brothers and their cough drops; Mrs. Bloomer with her line of intimate apparel and Messrs'. Bradley, Voorhies and Day with their line of intimate apparel for men. high-budg- clean! "Lard-O"This is the best that a dollars in creative talent can come up with? Graphic though it may be without actually being Is still a bit repulsive, a trade name like "Lard-Otoo vivid for the American taste. Despite the tithe and money that go into product research, marketing studies and consumer preferselection of a trade ences, the name is all too frequently resolved at the last minute or "cony - meeny - miney via the inspiration moe" route. A classic case In point, the New York marketing and consulting firm of Lippincott and Marguhes believes, is the inspirational approach that the Ford Motor Company took In picking a name for its new line of cars a few years ago. The companys search for the name busily occupied it for several years, involved 20,000 suggestions and required the fulltime creative efforts of poetess Marianne Moore for several months. And so, finally, the line was named for the boss, Edsel. No one pretends that the name, which sounds like a creaky hiccough, actually killed the Edsel, but it inflicted something more than a mere flesh wound. All of which was 'odd, Lippincott and Mar- gulies point out, since the company's previous venture into name picking for the Thunderblrd was an explosive success. ww eek More 'SUHsilk The scene is right WASHINGTON (NANA) of a Hollywood production: Eight of the sharpest executive brains in the country are gathered around a conference table nervousdistribution details of ly ironing out the their companys latest consumer product: A cake of soap shaped like a bagel so that it can he hung on "the bathers thumb while he iv In the shower. straight out vy Testimony ic e busy machines. The complexities, expense and effort involved in getting a trade name well established explains why companies go through such agowhen it becomes apparent that nizing a new, more descriptive, name is needed. General Tire and Rubber Company, for instance, is a solidly established, household term, but its name hardly reflects the companys involvement in rocketry and propellants, the motion picture industry and g T.me was, of course, when picking a trade name was relatively simple because, by todays standards, the field was virtually untouched. Thus, when Harley Procter heard his minister read from the 45th Psalm : "Out of the ivory palaces whereby they have made thee glad, he latched onto it as the inspiration for his new soap and found himself with one of the hottest trade names in merchandising history. R.E. Olds took an even more elemental approach to tiie naming of his new automobile, and one can only ponder the question of whether the product would have been quite the success it was if Olds had been born R.E. Baumberger. ("In My Merry - what-have-yo- u. U.S. Rubber, grappling with much the same problem, finally took a deep breath and cast off its but it old, established name in favor of Uniroyal has required a major advertising-educatioeffort. name? Now, how about our "Lard-Soap "Lux," somehow, has a classier ring to it, and yet . . . n Expert Fears U.S. Shale Stranglehold Tu, investigation aW dury consor-:trilllon- Chevy's, New Corvette 1968 how to exploit one of the -- of the service In Salt Lake City Hansen, whose office will represen ihe Utah parties at the hearirjg. "At the original investigation hearing the air service needs of Utah were completely over-- ! looked. he added. "TTiis will1 probably be the last favorable at least in the opportunity for us to encourj near fuure age a careful consideration of Utahs additional air service to .and from the Pacific Northwest and the Southwestern United States. he said. In all, 12 airlines are applying for routes in the case, which would link the ;area with Salt Lake City and Denver and continue on to the Southwest. A joint congressional statement will be issued by Senators Wallace F. Bennett (R) and Frank E. Moss (D) and Rep-- i Seattle-Portlan- i - New Realtor Officers Fred Froerer Jr., Ogden, in center, was elected president of th.c Utah Association of Real Estate Boards Friday at their convention in Park City. Other officers named were, left, Scott A. Taggart, Salt Lake City, first vice president, and Fred Sumsion, Provo, second vice president. d New directors (not pictured) arc Don Chadwick, Brigham City; and Wallace Jensen, Ogden. rerentativps Laurence J. Buon (R) and Sherman P. Lloyd (R). Other kev witnesses will be, Governor Calvin L. Rampton; Brewery Will Quit direc,2J' of ,tie sLHderSrLlh'eCBu ,n p, church o inj, Bishnt)rjc of the Fisher brand with it; 2. Jesus Christ of Latter-da- y day said it would begin closing i8 clhff skljls and Joseph Berign. manager'its Salt Lake City brewerv next,1 wiU. 117 em- of the Salt Lake Municipal Air- experience wlU 11,31 affect a m0'e ployes in other operations, and 1JU 3. is setting up an employment research associate in the1" lo Busi-I However, Jess Nick, General councelmg office to help find Bureau of Economic and ness Research, University of Brewings president, said the new jobs for those who will not lUtah. Icompany is 1. looking for a be transferred. :Saints: is research program for a tium of private oil companies PacifAir t is of critical importance to the future economic development of Utah," said Atty. Gen. Phil L. i "In our overprotectiveness we By ROY McGHEE now be setting up stringent WASHINGTON (UPI) Colorado expert Friday warned, regulation that will strangle an before it can evolve, government overproteetireness Childs warned. oil shale the may strangle Sen- William E. industry before its bom. took an s The posirg the was given warning tnW committee Senate Interior Committee by Orlo E. Childs, president of the Sen- - Henry Jackson, Colorado School of Mines. The that recoverable oil is estimated a at 2.6 trillion barrels wortn $5 school has been conductin - Northwest-Southwes- he presented Service Case at the State Office Euilding Auditorium beginning at 10 a m. hair-tearin- g " will that day in the t0fe - on country's greatest treasures more than two trillion barrels of oil The 1968 Corvette has a new coupe roof design with removable panels and rear window for open-ai- r driving. Grille, rear deck and recessed taillights model has a lower look about it that are also new, and the Mako Shark-bre- d is enhanced by a sloping hood and retractable headlamps. Standard items: Concealed windshield wipers and a light monitoring system. - locked in shale rock in western public lands. Specifically, Childs was discussing regulations proposed by Secretary of Interior Stewart L. Udall for leasing the lands and for developing production. Udall had proposed small, plot leases for research and de-- j only. These RAD velopment leases would be followed by, larger leases If a commercial process of production was found feasible. The results of the, research, however, would be Edward Spitzer and Ray Holbrook, Salt Lake business'public knowledge not patenta-- j men, Friday were reelected to head the Advisory Council of the Greater Salt Lake Chamber of Commerce. G. Ellsworth Brunson has as- - ble bX the dlscoverer- UdaU als0 Mr. Spitzer, manager of the Cameo Room at ZCMI, will sumed the presidency of the ProPsr,d 3 Percentage system ryal,y Paynt8 the Utah Association of Certified continue as chairman, Mr. Holbrook, counsel for the western Public division of U.S. Smelting and Refining Co., was renamed Childs told the committee it tants. of the group. took $6.5 billion for private capiMr. Brunson, The council, appointed by the Chambers president, conto develop oil production on tal was lected who sists of 36 men who represent a cross section of businesses in continen-the government-ownethe valley. They advise the Chamber on policy positions at the annual lands. He said a simishelf tal of the meeting which it should take. lar sum would be needed for fin Mr. Spitzer said the councils first assignment will be to association reoil shale industry. is managcenlly, revise, amend and update the bylaws of the Chamber. "O v e r 1 oaded government ing partner of the Salt Lake budgets today will not find loom for such investments in oil Brown Is City Office of shale. This is time for thn lull Peat, Marwick, Elmer Brown has been named er of Nationwide Papers Inc., j t cj,en and play of the research ingenuity area director for the Sale and orh Salt Lake, will be respon- - q, thus heading the largest of private enterprise; it is not a lor ,he Ttah arp ,or firm of CPAs in Utah. He is a time for the restrictions of gov- Marketing Executives Interna- ;society. There are currently 240 native of Fillmore and a gradu- - ernmental straitjackets . . . tional, professional society. affiliated clubs and 26,900 mem- - atP of the University of Utah 'Mr. Brown, the sales manag- - bers. Other officers elected Include Herbert Zimmerman, named who win assume president-elec- t Ford the presidency next year. He is Salt Lake County commission-LoSucu, custom- - the article by Bob Farkas de--a Malcolm F. partner in the firm of Birrell, ers has approved an agree-for a study ,nf the ment Thomas. and Zimmerman methods the creative er relations manager, Petty mbps of converting real ere feasibility Nr. LcSueur has used to win' Vice presidents named iora U., is suDjeci oi a tUr(. Fwd,s Trp Hatter Award as DaWayne Taylor, Fred Wundor- - property tax rolls, assessment page feature story in the August new car salesman li and DeLance Squire. Tubber billings and other functions to issue of Ford Crest News, na- in Ford.s Sat uke was elpcte(1 seeretarv- - data processing. The firm of of Ford tionwide publication which includes more than a treasurer and Harold O Smith Peat, Marwick and Mitchell will Motor Company. hundred dealerships extending was named to the advisory conduct the study at a cost not to exceed 55,900. council. Titled "Dare to Be Different. into several moutain states. At I CORNER ON COMMERCE Of C. C. Council Elects Never in Deseret Federal's years have earnings been so great! - d 7 J i 9 t T tv If V f ON INSURED DFS SAVINGS CERTIFICATES i: - Hi ON INSURED DFS PASSBOOK SAVINGS iV .,1 Deseret Federals new savings certificates pay the highest earnings on INSURED savings in the tntermountain West. Choose the maturity date convenient to you from 6 months or longer. For savers who prefer the flexibility of passbook savings, DFS offers the highest earning rate permitted on insured passbook savings . . . a big 434 compounded , .fh i semi-annuall- V- J i . INSURED SAFETY Your account at DFS is insured sate to $15,000 by a permanent agency of the U.S. Government and is further pro- - DEPENDABLE SERVICE In all its 61 year history, through wars, depressions, and times of prosperity, DFS has never failed to pay a divi- - CONVENIENCE Enjoy the convenience of Saving by Mail. DFS pays postage both ways. Free parking in Salt Lake at ZCMI and Temple v: draws Firm , .i 1 r, IDevelopmeirsi 1' u Feasibility Study Aide hi , Director Article Features Petty jf 61 r. r--l . .iiW fabricator of hand toot end mea The Electronic Stock Evalua- - largely dependent on estimates share, versus $4 34 per share for most sunn equipment Starrett has completed a technical consolidation and has imtiaed 12 months. ESE the the of Rockville a obtained, previous (ESE) Corp., accuracy a strera mtermcdiae term upward trend is dependent timates that earnings for the In the pat two veeks1967 E'rmrgs 09for 1? N.Y., has selected the recommendation were $4 per ended June 12 months will be approxi months versus t S2 96 five securities ItlHlIllllllllHllillllHill upon the accuracy and the Share, pr share for fhe m 1966 There is an excelsame 75 The matelv pened $5 tlie to ) Sted below for same share. are subject per puter lent chance that may 90 as h.gh was limitation. economic quarterly dividend General as $4 90 per share in the ensuinq 12 outstanding funThe 2S cn?s auarerly dividend months national crises, or creased from 50 cents to 55 may be ra sed The company paid an damental value ex a 15 cen $ on June X unpredictable news events may cents on July 31. and above-averagMISSION CORP (1(7'',) (MSS) Each also influence recommended se- market MSS epprox mately 2j stocks for capital gains shrre n of Skeilv The Intended merger of shares CUntlOS. interest. RAYMOND INC INTERNATIONAL Tidewater Ol and Misson Deveopment in con tte Ofi') is (Rln wrer'- heavy ESE uses Him li.iiiiiininiiiiiitii The securities ana, the closing f.eii Special! rg m foundations ntp Getty 0l Co increases tht likelihood The stock caries some risk, since its ot an eventual similar merger for Mis computers to perform tasks prices, as of Friday are: earnmns are dependent unon cyclical pat Ston Corp. and SkC'ly 'Margins will bene fit from anticipated volume increases and trn nd R''ticum which couia occur continued commonly-donby research an- flmress of refined product STOCK OF TUE WEEK HSS price! Earnings for 12 months ended flysts. However, the computer, June 1967 were $3 12 per shore compared hKthe advantage of speed, en-- COMBUSTION ENGINEER- with $7.46 per share for the previous 12 to of $8 months ESE expects 13 Jont 1967 abhng.ESE to analyze approxi 1NG (54) (CSP) is one of the month $ 50 per shere for the next 12 months will be pleased to furnish matelyl,600 securities each largest manufacturers of steam prvous?2W monthr'icsE! wnSf$2 youYour with additional information regarding better than week. generating equipment and also Mln. the above securities mon.h, In forecastih the price action participates in atomic energy w"'T "' n comtn u rtict. G 1964 The Electric Stock Evaluator ln d.v sn(h to th ,r;rra M Corp of a security. ESE obtains esti- - development. The backlog has cnt qurwny from 15 cnf on Moy 11 mates of ear;ringsdividendsj increased 20 per cent over the reeves BROS (S'1. (RV' tcvrr,-- tputiie w ch tnc uics tab and sales from severaKwmrces, previous year as of March 31. t r thrL-- i cic grrtfj t a of Idu5tnai, covand lalxr consent CST SPOT CASH programming Drspitc increasing these estimates into the Compqt- material costs, earnings should rflhanq fovw end taclori-iA u- For the Thing You Don.t er.- The computer then assigns tjotio! it from tnoreased volumerJScVww t,rfi?vts,' Classified Ad, NeedVilno" n ,rom ciime'nd to the ,ns n,n to sexve absence of strikes and reduced . rating security mqrgms on new product!. ESE estimates 7. as a guide for ESE recommen- - wntttvnowns of National Tank eemmss ot st rt tor the next months Dial 521-35.3- 5 . .dations. assetsUftamings fof 12 months USUST'' d,vWnd ,hould CBn"nu " Since the rating assigned is ended 967 were $5.43 per tscxi a tore- starrett co. ( tor ' com-nex- wo-t- h - Pv, L V - -- i -- - V S. H wH! e 'V , 'a ry |