Word Association

Word association can be the test of a compelling branding and marketing campaign. If I say “Kleenex”…you say “tissue”. If I say “Xerox”…you say “copy.”

The late, great Carroll Shelby…

Now if I say “Shelby”…I have to give a disclaimer about blatant, politically incorrect gender bias. I assume that members of the fairer sex are going to say “Huh?” The guys will all say “Cobra”.

Three reasons for this post: one, we recently ran a post on sister site Brighter Products about cult brands. (See “…Not Only Queerer Than We Suppose, But Queerer Than We Can Suppose.”) Two, the late, great designer, hot rodder, and entrepreneur Carroll Shelby recently passed away (aged 89, on May 10, 2012.) And, three…well, normally I’m immune to status symbols and cult brands. My $25 Casio works as well, if not better, than your pricey Breitling or Cartier. But when it comes to cars…my limited edition, first model year Shelby CSX is (last I looked) still running.

…his Cobra…

Shelby is also interesting as a contender for the title of Oddest Combination of Unrelated Products Under the Same Brand. Outside of cars and racing, his other claim to fame was his…chili mix.

…and his chili mix.

Have to say, though, that the “winnah and still champeen” in this division has to be the inimitable Fleischmann’s. Though various sales and mergers have divided up the ownership of this brand, I find the search engine results somewhere between amusing and amazing, as the first page gives you hits for their big 3: yeast, margarine, and gin. (Though the last is an ad from a distributor, not the current parent company, Sazerac. And, the first page had a new one even to me: Fleischmann’s vinegar.)

Fleischmann’s…not just for baking.

Apparently, somewhere out there, someone is pulling a loaf of home-made bread out of the oven, slathering a slice with margarine, and washing it down with a Gibson.

–Greg Marus

P.S. For another take on iconic names, have a look at Jess Holden’s post “The Right Names Go Down in History” on another of our sister sites, Brighter Naming.