Show Page 14 — The Herald Journal Logan Utah Wednesday March 17 1999 America’s oldest brands court continued prosperity LOUISVILLE Ky (AP) — Just off the food court at Mall St Matthews a shiny consumer palace in Louisville's eastern suburbs teens roam the roomy floor of a popular store and ponder painstaking fashion choices: Tank tops or baggy plaid? Jeans or cargo pants? Not a bad demographic — especially for a company Abercrombie & Fitch which a decade ago was fading faster than the market for the arcane miscellany it sold reinvented itself In abandoning shotguns and tea sets for stylish clothes the firm that once outfitted Hemingway found unprece- This is hardly a secret Venerable companies of all stripes have spent recent years devising new marketing tactics that blend prosperity with the progressiveness that's crucial to continued success So Kellogg Co's first new Frosted Flakes ad campaign in 14 years Ls a set e of documentary style commercials — but the star is still Tony the Tiger So General Motors Corp tries a new bunch of Chevy ads but behind them is a time-teste- d slogan: “See the USA in your Chevrolet" “You take the classic appeal and you take it to another generation” says Rich Donaldson spokesman for the company Another approach is which combines the power of two brand names to enliven a product Doritos has marketed a Taco nacho chip And Slim Jim offers a meat snack flavored with the popular Tabasco pepper sauce which has also with Heinz Ketchup and A-- l Steak Sauce Tabasco's continued success in the market in fact exemplifies pepper-sauc- e the balance between looking back and looking forward Its advertising is careful to sound traditional themes (Civil War-er- a family business down-hom- e Louisiana island barrels) pepper mash aged in white-oa- k but it also markets itself as cutting-edg- e wink-nudg- ld dented nationwide tradition g consumer-comfortin- Mcllhcnny learned with some bemusement in a rural Louisiana oyster bar last month He didn't like drinking it but he appreciated what it meant — that young people consider Tabasco cool “There are all sorts of balancing acts needed in marketing” Mcllhcnny says “Do you go after the Avery Island story — ‘aged in white oak barrels?' Or do and became a Wall Street darling Facing a late- - 1990s marketplace of dizzying intricacy and a fickle nation of consumers ravenous for the new and different the companies behind some of America's oldest most familiar brand names are confronting a harsh reality: Tradition isn’t always enough Familiarity isn't the problem These are names long omnipresent on supermarket shelves on clothing racks and in advertisements — names familiar to generations the bedrocks of retail America: Campbell's Budweiser Fig Newtons IBM Ford Coca-Col- a LL Bean Ivory n But a name alone doesn’t ensure eternal success Consider the Levi Strauss Co which last month announced a new slate of S900 laxoffs with a vow to retool its marketing to belter suit what a company official called today's “fast-fixconsumer" Or more drastically Ipana the ubiquitous 1950s toothpaste ("Brusha brusha brusha") that is virtually forgotten today “American history is full of stories of well-know- ld xl companies that could not adjust to changing markets" says Robert Sobel a professor emeritus of business history at ilofstra University in Hempstead NY you go for the exploding mosquito because heat is in? You have to do both" It comes down to the most basic business practice of all: Know your market Robert McMath a marketing guru and consultant who runs the New Products Showcase and Learning Center in Ithaca NY says many brands make missteps nonetheless “Alka-Scltzfor a while went out of fizz-fiz- z business and tried the plop-plo- p il Advil In the end they comto pletely confused who they are” hie says And Kodak “let Fuji run away with the image market” g" cr Bell-flavor- out-Adv- “But look at Campbell's soup” McMath says “They're constantly reinventing themselves They're coming up with new slogans" Thus do brands avoid being cast into the dustbin of product history: by maintaining that intricate balance between yesterday and today between tradition and trend between playing it safe and going outside the box the president “The danger is when (of a company) says ‘My father came up with that product and it's a monument to his memory and we're not going to get rid of it as long as I'm here’ And of course he's not there four years later” says Sobel the business historian “If you're wedded to the past you're going to fail" and trendy (Tabasco neckties Cajun cooking festivals a Super Bowl ad featuring a mosquito that explodes after sucking the blood of a Tabasco lover) What's more a popular drink on college campuses the Prairie Fire combines a shot of tequila with a splash of Tabasco A trendier variation blends Tabasco with cinnamon schnapps — something company president Paul CP Kids should learn how pets think By Cindy Wolff Scripps Howard News Service Cats aren't ax Atrocious ax an altacking dog hut their teeth and claw s can cause a lot of damage especially to children Dogs often appear friendly but are not necessarily used to children So children regardless of whether they are growing up in a house with animals need to be taught proper behavior around both dogs and cuts And the best way is to teach them about the different signals household pets give to let them know how it’s thinking The video “Dogs Cuts & Kids” produced by Don Manelli the former head writer lc for Mutual of Omaha's Wild Kingdom features veterinarian Dr Wayne Hunthausen and shows demonstrations using real pets to help children learn how to behave It features kids in real situations St here us we have done in the past we present a number of tips both from the video and from veterinarians and pet owners as well your child should know about household animals First several important rules for children to remember when dealing with dogs: Never run from a dog A scared child who screams flails his arms or runs cun also scare a dog sometimes causing it to run after him So if a dog approaches and tlie owner isn't around stand still And don't stare tit a dog Many dogs consider it a threat or challenge when someone stares at them That's especially true of Rub the dog friendly Mn satsrs 71 urr$Mmd muni in dll Hinton gently' along its back or side only if the adult says it is OK Check the dog's mood A happy dog usually is wagging its tail and its ears are relaxed A scared dog will have its tail tucked ears lying flat An angry dog will bark ferociously bare its teeth growl If the dog is on a leash stay away Cats however have a different nature from dogs Cats are independent They may take a while to warm up to a child particularly if your child is a stranger to the cat They don't run up with a wagging tail and jump uncontrollably like a dog does when you come home ‘ rush toward a cal Cats like slow movements while they are trying to adjust to people Always ask an adult who owns the cat if the cal is friendly and if it's all right to pet it If the adult owner says OK then slowly rub your hand across the cat's back or side Be careful not to get your hands near the cat's face or ears Also don't mess with a cat's tail or paws Wnk of Mtnh If a cat is purring that's a good sign It means the cat likes what you're doing If a cat wants to sit in your lap it will typically crawl onto you However it's OK to pick it up if the adult pet owner says so Gently pick the cat up with your hand just behind its front paws If the cat wants to get off your lap let it Don’t try to hold onto it because it could scratch or bite you Don't chase after a cat that is ruaningfrom you It is running because it's frightened It's not trying to play j Don’t bother a sleeping cat or one that is eating Don't bother a mother cat or her kittens without an adult present Mothers are very protective of their babies and she may bite or scratch Don't put your face in a cat's face They don't like to be stared down or have you that close You'll likely get swatted with a claw or bitten For further information: The video "Dogs Cats & Kids" costs SI 995 plus $395 for shipping and handling To order the 9 video call (8(X)J Owens-Packe- USD Students get trss smd dnnk with ssch taksl purchased March Must show currant ID Rachel Anno Owens and Curtis Lee Packer kWI SIGHT I mm K-m MGHIYIOEVOUNGki Shi Ttat 7 JO THE WAIHBOK ta ron Ita7il)M5 STARflKNUKOONK Deep end of JO the JMSM NO ughs 25 SMW4T Coming mPetOgm Little Voice This My m ora to Off Iff mu MyHtIO 8m mf 7:10 M88FI Oft jOMMANDEft TOtfTl ro-- i 7:10 My nrrra i iSSllun 440 m mmtb or rmenum nrjtm My Favorite Martian 700 I I Sin 8MM m (My - tOO urunmiNM PRINCE OF EGYPT PO Sal 0:00' Him 7:00 SCQQTCAUUUAIIU aso w obajn NVRuaa is-soo- s 0 nW J" OS !anme 2 700 010 (My no Nun oft nvxpjttr TED m novra LIMITED ENGAGEMENT I ©croi&E OPENS TONIGHT thru SUNDAY A DeltaCenter TONIGHT FAMILY 7:00 PN $5 NIGHT-SAV- E Song ro-- 4: MummiMM uoo n luo Cowlboy and verse from ttf SS I Sun no Mien oft mcount m u nm hmw ON TICKETS Ireland Scotland and America Hosted by cowboy poet Larry Slade Featuring the talents of: In One Ear Carolyn Bendy-Har- p Cathy Ward-Iris- h Dancing Slade-BallaBonnie Qalloway Highlanders Bagpipes & Drums ds TonriMinw In MM if Ul HUm Sun MAS to nun ISOM W PHONE nnaaraM h aafk el imy I ml - GMmfu Im IM NItily There (801) h rAMt u 4 noJ"i 7 I r 1 1 MW ti m OS yPl pft pm FiiAjf MaicIi yiPMf or fill 7:90pra AudrroRiura P TiikH Cmim TICKET PRICES STARTING AT 89(0 USU Tkkisr $7 Adult $4 STVdfWT M oxomcE into (Sot) 1 EcclfS CoNffRINCI ClNTIR IICMty All 467-TIX- X oufflema ii ARldl ttO OfSCOUWr Analyze This 1 It i m ftIO Mi m mm to: rr NO SUP 10X380 meting! 1000 OSCOUNMKtfra Cruel Intentions Sat Mon 7:008:10 Tuts 1:10 Only Wad Thurs 7:00 0:10 -Sapontt Admuuon rfsi Vl In Mck AijurrmsMfrMtrfciif’if um wni kntt Mi mdv MHVMMIM 7:20 SCO M88FS NO 14 MTSMINMa $£Ce1toc i 7ri0 trio Misn oft oscouNT ncftfrv Baby Qenkises Thursday - IMytri0 no w ora S:v( MS Ml MT4MMtM4ril MUST MS MS Msf Ryan IsL NaNass IM-4dMy AMs 8M0 CNMran 8 8M0 8at NaMsiii Ml lasts HJ0 MO 7:10 My m-- UU 7bm Manta MCOUNMVCKfTS Oft 6ctokrSkyi E20 i1-- ABOTT1X MTSMMMI4M 1:05 7:15 My Daly Im PIEASAMMIEiNtu DV Isal lit M 7:00-83- 0 Fri 7UUVJ0 They are registered at ZCMI and Evertons Hardware and Brigham City Hospital Mail MI-1- 3 AT HRST invijtcd and the Stock family You’ve Got It's PATCH ADAMS Sang Hee Jessica Robyn Heidi and Gladys Owens Anita Packer (U iki fflu iHH W 1008 fit LDS Temple An open house will be from 7 to 9 that evening at the Brigham City 4th Ward Church 25 N 300 East Friends and relatives are The bride is a 1993 graduate of Mountain Crest High School She' is employed at the Brigham City Hospital 784-097- Spring Break Special The groom is a 1991 graduate r of Box Elder High School He is Richard and Gladys Owens of at KR Dickamore employed Logan announce the marriage of Construction their daughter Rachel Anne He is also a member of the Owens to Curtis Lee Packer son Brigham City volunteer fire of Anita Packer of Brigham City department and the Box Elder and the late Lee Doyle Packer The couple will be married County Search and Rescue Showers were given by Lori March 20 1999 in the Salt Lake JAOOk’H&HT 12-1-1 marketplace of shopper looks at a pair o Levi's blue jeans In San Francisco Facing a late-199dizzying intricacy and a fickle nation of consumers ravenous for the new and different the companies behind some of America's oldest most familiar brand names are confronting a harsh reality: Tradition isn't always Enough Levi Strauss announced it will dose half of Its North American plants and lay off about 5900 employees as the jeans marker struggles with slumping sales A Wedding Still children should never AU SIA1S $ 200 sun if tiimiNF ItijfiLil children since they are closer to a dog's height Usually if a dog doesn't feel threatened it will approach sniff and then walk away Wait until the dog is a good distance away before you move If a dog approaches children while they are biking tell them to immediately stop and put the bike between them and the dog using the bike as a shield If you are visiting people who have a dog always ask the dog's owner an adult if the dog is AP Photo $19 fAnily TaMi AvsiUbU And at The Book at iki dooR 8 |