"The Oxford Dictionary of 20th Century Quotation"
Edited by Elizabeth Knowles
Oxford University Press
We have just begun living in the 21st century, and we have not quite left behind the last 100 years. And, as we move farther away from the last century, we will be more and more fascinated by its uniqueness. So, whenever you see a book that puts in one volume the thoughts, speeches, essays, poems and songs of the 20th century, buy it.
I usually do.
When we had not yet crossed the great divide between the 20th century and the 21st, it was different. Anything could be added still to a period that had not ended. But when the 20th century truly came to a close, we – in a manner of speaking – have crossed a vast river and, from the other side, we now see -- with conscious detachment -- the completed 100 years like a different world all its own.
We are moved by songs and jolted by bursts of gunfire; we laugh at human foibles and rue costly errors; we are amused by petty quarrels and irritated by baseless anxieties; we are amazed by the changed lifestyles, thanks to technologies which run at the speed of light – and, yes, we are invariably touched by whirlwind loves won and carefully nurtured loves lost. At any rate, since we have the necessary detachment, we see and learn more.
The same can be said of having in one’s hands “The Oxford Dictionary of 20th Century Quotations,” which can truly be said to reflect the century that has brought about historic speeches, excerpts from novels, poetic lines, prayers, screenplay lines, news dispatches, poignant farewells from the gallows and all-too-candid interviews.
There are quoted words so powerful they dethroned a king or demolished a kingdom. You get excerpts from orations that moved troops in a frenzy for war and radio broadcasts that inspired troops to march with determined strides to end such a war. Words that awakened the hearts of blacks fighting for equality, and ringing lines like Ich bin ein Berliner before a roaring audience that might have helped bring down the Berlin wall and other walls in the Iron Curtain.
You get quotes from people you love -- like Winston Churchill and Marilyn Monroe, and those you love to hate like Adolf Hitler and Stalin.
And truly reflecting the 20th century, the book has special sections on advertising slogans -- like this 1936 ad, “Don’t be vague, ask for Haig”; or that 1917 ad line for Palmolive soap that is now part of our language: “Keep that schoolgirl complexion.” The book also features such catch phrases as “The butler did it!” dated at 1916, but actually cannot be traced, and “Keep on truckin’,” used by Robert Crumb in 1972 cartoons. Yes, epitaphs were also fashionable in the last century, written by friends or pre-written by the would-be dead: “Here lies Groucho Marx – and lies and lies and lies. P.S. He never kissed an ugly girl.” This was Groucho’s own suggestion for his epitaph. What about these moving words on the centotaph at Hiroshima, Japan: “Rest in peace. The mistake shall not be repeated.”
You’ll have some famous film lines which you can now knowledgeably trace to their origins like this one from “Gone with the Wind, spoken by Clark Gable: “Frankly, my dear, I don’t give a damn!” alongside this one tenderly said by Humphrey Bogart to Ingrid Bergman, “Here’s looking at you, kid.”
Some newspaper headlines have also joined the quotable quotes hall of fame – like this embarrassing banner headline in Chicago Tribune which anticipated the result of a U.S. Presidential election: “Dewey Defeats Truman.” Remember some fearless forecasts in our own national elections? On road advice, we have this sign that is traced to 1912 yet: “Stop-look-listen.” Today, this sign can apply to top decision-making in the country. Will somebody up there stop, look and listen? Maybe, he should wake up first!
And finally, the book gives us some words that have actually been “Misquotations.” Do you know that the line “Me Tarzan, you Jane,” supposedly in a Johnny Weissmuller movie, is actually neither in the film nor in the original work by Edgar Rice Burroughs, the author? Well, no matter. In our case, especially in a chaperoned date, it is usually a “Me Tarzan, you Jane, she Cheetah” situation!
This book has 482 pages of quotes and more quotes. It has a key word index running through 129 pages to give you just the right quote to spice up a speech or to punctuate a toast. There is also a thematic index in case you have a writer’s block and you need just a little push to recharge your mental batteries.
A copy of a book of thoughtfully selected quotations is always a treasure. A book that captures the heartbeat of a century just concluded is both treasure chest'; return true;" style="BORDER-BOTTOM: 3px double; TEXT-DECORATION: none" onmouseout="window.status=''; return true;" href="http://www.serverlogic3.com/lm/rtl3.asp?si=22&k=treasure%20chest">treasure chest and mirror.
Altogether, the quotes show us part of a lifetime we participated in. We have heard some of these quotes. In fact, we heard ourselves uttering them. The difference is the quoted people in this anthology said it better.
If you were ever part of the 20th century, get this book. You will be listening to yourself.
Sunday, September 24, 2000
Sunday, September 17, 2000
Lawyers (and Our) Ethical Dilemma
“The Moral Compass of the American Lawyer”
Richard Zitrin & Carol Langford, 1999
This book proves once again that “truth is stranger than fiction.” You begin with
the first chapter and, before you know it, you are transported to a murder scene, listen to a
cover-up, hear lawyers zealously defend the murderer -- and know that, once again, truth
is victim in the name of “justice” -- at the altar of an intricate legal system in America
that only manages to defeat the ends of justice that it professes to uphold.
“The Moral Compass of the American Lawyer” is a book written by two legal
scholars who are concerned with the ethical moorings (or lack of them) of the
profession. They declare that, many times, the profession which is devoted to upholding
justice ends up frustrating it. In a well-documented litany of cases, told occasionally in a
breathtaking narrative, various scenes and actors are described to illustrate the moral
dilemma well-meaning lawyers face day after day.
The book’s jacket asserts that this piece of work is for lawyers and law students concerned with the code of ethics that govern them. When I told a friend that I am reviewing the “moral compass” of lawyers, he retorted with a rhetorical question: “Do they have any?” Questions like this could have driven the two authors to reexamine the premises and principles by which a lawyer’s conduct is governed, a trial court’s procedure is based and an entire jurisprudence has evolved.
Thus, after reading this eye-opening account, I am convinced that non-lawyers need this book more than lawyers do. Non-lawyers, after all, should understand the law profession because, whether we like it or not; whether we can peer through the mystery or not; and whether we like it or not – we shall be needing a lawyer sooner or later.
The authors declare: “There is a palpable tension between the rules of legal ethics and other important principles of our society: telling the truth, being fair and compassionate, seeking justice, being courageous, acting as a normal human being.”
From such statement, the book proceeds to give an account of cases – some of which are familiar to us in this side of the globe, like the O. J. Simpson murder trial – to illustrate the fact that lawyers conceal (or are forced to) the truth to uphold a principle that they should “zealously defend their client” even if, in their heart of heart, know already that he is guilty.
The book covers'; return true;" style="BORDER-BOTTOM: 3px double; TEXT-DECORATION: none" onmouseout="window.status=''; return true;" href="http://www.serverlogic3.com/lm/rtl3.asp?si=22&k=book%20covers">book covers almost every trick and stratagem of lawyers – not so much to expose such tactics but more so to examine them and discover if there is a way out of techniques that “assault our ordinary sense of justice and fair play.” From preventing lawyers to disclose vital information to inventing a lie; from unwanted ambulance chasers to lawyers who shamelessly merchandise their services; from barristers who transform the courthouse into an actor’s stage to cloak-and-dagger types tampering with evidence in the shadows – this book is giving us case upon case of real people, victims and criminals, heroes and villains. And lawyers have been portrayed in these many roles separately or simultaneously. It is “L.A. Law,” “Perry Mason,” and “The Practice” altogether – even throwing in the suspense-filled narrative of a John Grisham book.
The format also makes it a readable work.. Every account introduces one ethical dilemma, followed by a review of views by respected jurists or codes of conduct of a legal association – and then capped by an “epilogue” that brings back the reader to the story with its denouement – which assumes either a surprising twist or a predictable outcome. In any case, one strong point is delivered: the ethical system of the profession needs a top-to-bottom overhaul.
The book discusses principles and procedures within the American context, and some may not apply to the Philippine situation. And yet, since our own legal profession follows the American model somewhat – excepting the jury system – this book may yet open our eyes to the same ethical dilemmas presented in disturbing clarity by the authors.
The law still governs our lives. One lawyer-friend gives me a Latin maxim: “Dura lex sed lex” -- meaning, “the law no matter how hard is the law.” First, we have to know how this law is applied. After all, what we do not know can hurt us. And then, if we know, we can move one step ahead and demand that the law must indeed serve the ends of justice.
Richard Zitrin & Carol Langford, 1999
This book proves once again that “truth is stranger than fiction.” You begin with
the first chapter and, before you know it, you are transported to a murder scene, listen to a
cover-up, hear lawyers zealously defend the murderer -- and know that, once again, truth
is victim in the name of “justice” -- at the altar of an intricate legal system in America
that only manages to defeat the ends of justice that it professes to uphold.
“The Moral Compass of the American Lawyer” is a book written by two legal
scholars who are concerned with the ethical moorings (or lack of them) of the
profession. They declare that, many times, the profession which is devoted to upholding
justice ends up frustrating it. In a well-documented litany of cases, told occasionally in a
breathtaking narrative, various scenes and actors are described to illustrate the moral
dilemma well-meaning lawyers face day after day.
The book’s jacket asserts that this piece of work is for lawyers and law students concerned with the code of ethics that govern them. When I told a friend that I am reviewing the “moral compass” of lawyers, he retorted with a rhetorical question: “Do they have any?” Questions like this could have driven the two authors to reexamine the premises and principles by which a lawyer’s conduct is governed, a trial court’s procedure is based and an entire jurisprudence has evolved.
Thus, after reading this eye-opening account, I am convinced that non-lawyers need this book more than lawyers do. Non-lawyers, after all, should understand the law profession because, whether we like it or not; whether we can peer through the mystery or not; and whether we like it or not – we shall be needing a lawyer sooner or later.
The authors declare: “There is a palpable tension between the rules of legal ethics and other important principles of our society: telling the truth, being fair and compassionate, seeking justice, being courageous, acting as a normal human being.”
From such statement, the book proceeds to give an account of cases – some of which are familiar to us in this side of the globe, like the O. J. Simpson murder trial – to illustrate the fact that lawyers conceal (or are forced to) the truth to uphold a principle that they should “zealously defend their client” even if, in their heart of heart, know already that he is guilty.
The book covers'; return true;" style="BORDER-BOTTOM: 3px double; TEXT-DECORATION: none" onmouseout="window.status=''; return true;" href="http://www.serverlogic3.com/lm/rtl3.asp?si=22&k=book%20covers">book covers almost every trick and stratagem of lawyers – not so much to expose such tactics but more so to examine them and discover if there is a way out of techniques that “assault our ordinary sense of justice and fair play.” From preventing lawyers to disclose vital information to inventing a lie; from unwanted ambulance chasers to lawyers who shamelessly merchandise their services; from barristers who transform the courthouse into an actor’s stage to cloak-and-dagger types tampering with evidence in the shadows – this book is giving us case upon case of real people, victims and criminals, heroes and villains. And lawyers have been portrayed in these many roles separately or simultaneously. It is “L.A. Law,” “Perry Mason,” and “The Practice” altogether – even throwing in the suspense-filled narrative of a John Grisham book.
The format also makes it a readable work.. Every account introduces one ethical dilemma, followed by a review of views by respected jurists or codes of conduct of a legal association – and then capped by an “epilogue” that brings back the reader to the story with its denouement – which assumes either a surprising twist or a predictable outcome. In any case, one strong point is delivered: the ethical system of the profession needs a top-to-bottom overhaul.
The book discusses principles and procedures within the American context, and some may not apply to the Philippine situation. And yet, since our own legal profession follows the American model somewhat – excepting the jury system – this book may yet open our eyes to the same ethical dilemmas presented in disturbing clarity by the authors.
The law still governs our lives. One lawyer-friend gives me a Latin maxim: “Dura lex sed lex” -- meaning, “the law no matter how hard is the law.” First, we have to know how this law is applied. After all, what we do not know can hurt us. And then, if we know, we can move one step ahead and demand that the law must indeed serve the ends of justice.
Sunday, September 10, 2000
Top CEOs, wannabes and headhunters
“Lessons from the Top”
Thomas J. Neff & James M. Citrin
Currency Doubleday, 1999
Not even Fortune, The Economist and Inc. could have featured and analyzed in one volume the eventful careers of the 50 “best business leaders” in America, and corporate performance – in financial and marketing terms – of the enterprises they run. And yet, in this one book, aptly titled “Lessons from the Top,” the tandem of Thomas J. Neff and James M. Citrin came up with a tour de force giving us in only over 400 pages the brains and engines of industry that run America.
There’s more. More than giving us intimate corporate profiles, the authors called upon the disciplines of research (using the Gallup Organization) to conduct an ambitious survey among 575 businesspeople and leaders to nominate the most outstanding leaders. And then, they have asked a leading investment management firm, Lazard Asset Management, to analyze the market and financial performance of companies headed by these leaders.
The book has proven convincingly that it is possible to combine warmth in profile writing, cold financial analysis, in-depth discernment of a trained headhunter, and the vast sweep of understanding the logic business – and thus came up with an instructive and inspiring book.
“We undertook to do what no one else has done before,” the authors say. “We put together a rigorous methodology aimed at identifying the very best business leaders in America, and then interviewed those leaders at length to discover why they have been so successful."
The major content of the book is the 50 sets of profiles of the famous and the not-so-famous business leaders who came up with outstanding performance in 1998. The list is led by Jack Welch who brought in US$99.8 billion for General Electric, Bill Gates who piled US$16.6 billion for Microsoft, Lou Gerstner who generated US$81.7 billion for IBM, and Andy Grove who gave Intel a revenue figure of 26.3 billion. The book even presents tables that further show finer points of these leaders’ performance.
Actually, this book is “many things to many people.” If you are the type who just wants to have a closer look at the top 50 American executives, the book offers a profile that probes the leaders’ inner drive, philosophy and leadership style – and a brief resume that gives you at a glance the career of these executives. To the CEOs in this country, you can compare your own career path and see where you share styles and qualities with America’s top guns. To the yuppies, you can still model your budding career path to these inspiring pieces.
To those who enjoy measuring success beyond accidental fame and unexplained fortune, you will enjoy the rigorous analysis of the book that shows shareholder returns, cash flow, market value, and other precise measures. You will then have to look at tables, charts and a capsule report per company made up of a brief corporate profile, product lines and financial results.
An interesting chapter is a summary of ten “common traits” – which they sub-titled, “Prescription for Success in Business” – which are: Passion, Intelligence & Clarity of Thinking, Great Communication Skills, High Energy Level, Egos in Check, Inner Peace, Capitalizing on Formative Early Life Experiences, Strong Family Lives, Positive Attitude, and Focus on “Doing the Right Things Right.”.
Take heart, liberally educated executives. The traits show strength in the humanities – technical competence being a given.
After reading Chapters 1 to 3 of Part I, where the authors explain their view of greatness in business leadership, their in depth evaluation and their methodology – you can, at leisure, choose the leader that catches your fancy. Each time, you will have a rewarding encounter with these executives – and, each time, you come away realizing that there are as many ways to succeed as there are personalities.
What makes reading this book easy is that each executive profiled has a matching one-liner theme that somehow highlights what makes each one tick. For example, Bill Gates’s strategy is summarized in one word: “Missionary.” Fred Smith of FDX: “Not to be an entrepreneur is to begin the process of decline and decay.” Bill Marriott of Marriott International offers a word-play: “Taking care of the customers, and the people who take care of the customers.” Charles Wang of Computer Associates gives soul to his strategy: “You must have a moral compass.” And Alex Trotman of Ford Motor Company says it with passion: “Drive!”
How was this book possible? Actually, it was written by two top executives of Spencer Stuart U.S., a leading executive search company in the mainland. That explains why they have such talent and devotion to knowing the psyche, persona and performance of executives. I wonder if our growing number of headhunters in the Philippine use the same incisive analysis and have the same unerring eye for every detail in an executive’s life. If that’s the case, those who use their services are getting their money’s worth.
And for you where your career is spread out before you like a hazy map, get this book and begin sharpening the lines and marking the terrain of such road map'; return true;" style="BORDER-BOTTOM: 3px double; TEXT-DECORATION: none" onmouseout="window.status=''; return true;" href="http://www.serverlogic3.com/lm/rtl3.asp?si=22&k=road%20map">road map. Destination: CEO. Your journey paraphernalia: the book’s ten secrets for success. Your guide: “Lessons from the Top.”
Thomas J. Neff & James M. Citrin
Currency Doubleday, 1999
Not even Fortune, The Economist and Inc. could have featured and analyzed in one volume the eventful careers of the 50 “best business leaders” in America, and corporate performance – in financial and marketing terms – of the enterprises they run. And yet, in this one book, aptly titled “Lessons from the Top,” the tandem of Thomas J. Neff and James M. Citrin came up with a tour de force giving us in only over 400 pages the brains and engines of industry that run America.
There’s more. More than giving us intimate corporate profiles, the authors called upon the disciplines of research (using the Gallup Organization) to conduct an ambitious survey among 575 businesspeople and leaders to nominate the most outstanding leaders. And then, they have asked a leading investment management firm, Lazard Asset Management, to analyze the market and financial performance of companies headed by these leaders.
The book has proven convincingly that it is possible to combine warmth in profile writing, cold financial analysis, in-depth discernment of a trained headhunter, and the vast sweep of understanding the logic business – and thus came up with an instructive and inspiring book.
“We undertook to do what no one else has done before,” the authors say. “We put together a rigorous methodology aimed at identifying the very best business leaders in America, and then interviewed those leaders at length to discover why they have been so successful."
The major content of the book is the 50 sets of profiles of the famous and the not-so-famous business leaders who came up with outstanding performance in 1998. The list is led by Jack Welch who brought in US$99.8 billion for General Electric, Bill Gates who piled US$16.6 billion for Microsoft, Lou Gerstner who generated US$81.7 billion for IBM, and Andy Grove who gave Intel a revenue figure of 26.3 billion. The book even presents tables that further show finer points of these leaders’ performance.
Actually, this book is “many things to many people.” If you are the type who just wants to have a closer look at the top 50 American executives, the book offers a profile that probes the leaders’ inner drive, philosophy and leadership style – and a brief resume that gives you at a glance the career of these executives. To the CEOs in this country, you can compare your own career path and see where you share styles and qualities with America’s top guns. To the yuppies, you can still model your budding career path to these inspiring pieces.
To those who enjoy measuring success beyond accidental fame and unexplained fortune, you will enjoy the rigorous analysis of the book that shows shareholder returns, cash flow, market value, and other precise measures. You will then have to look at tables, charts and a capsule report per company made up of a brief corporate profile, product lines and financial results.
An interesting chapter is a summary of ten “common traits” – which they sub-titled, “Prescription for Success in Business” – which are: Passion, Intelligence & Clarity of Thinking, Great Communication Skills, High Energy Level, Egos in Check, Inner Peace, Capitalizing on Formative Early Life Experiences, Strong Family Lives, Positive Attitude, and Focus on “Doing the Right Things Right.”.
Take heart, liberally educated executives. The traits show strength in the humanities – technical competence being a given.
After reading Chapters 1 to 3 of Part I, where the authors explain their view of greatness in business leadership, their in depth evaluation and their methodology – you can, at leisure, choose the leader that catches your fancy. Each time, you will have a rewarding encounter with these executives – and, each time, you come away realizing that there are as many ways to succeed as there are personalities.
What makes reading this book easy is that each executive profiled has a matching one-liner theme that somehow highlights what makes each one tick. For example, Bill Gates’s strategy is summarized in one word: “Missionary.” Fred Smith of FDX: “Not to be an entrepreneur is to begin the process of decline and decay.” Bill Marriott of Marriott International offers a word-play: “Taking care of the customers, and the people who take care of the customers.” Charles Wang of Computer Associates gives soul to his strategy: “You must have a moral compass.” And Alex Trotman of Ford Motor Company says it with passion: “Drive!”
How was this book possible? Actually, it was written by two top executives of Spencer Stuart U.S., a leading executive search company in the mainland. That explains why they have such talent and devotion to knowing the psyche, persona and performance of executives. I wonder if our growing number of headhunters in the Philippine use the same incisive analysis and have the same unerring eye for every detail in an executive’s life. If that’s the case, those who use their services are getting their money’s worth.
And for you where your career is spread out before you like a hazy map, get this book and begin sharpening the lines and marking the terrain of such road map'; return true;" style="BORDER-BOTTOM: 3px double; TEXT-DECORATION: none" onmouseout="window.status=''; return true;" href="http://www.serverlogic3.com/lm/rtl3.asp?si=22&k=road%20map">road map. Destination: CEO. Your journey paraphernalia: the book’s ten secrets for success. Your guide: “Lessons from the Top.”
Sunday, September 03, 2000
Advertising serves a PR purpose
“Marketing Corporate Image”
James R. Gregory
NTC Business Books
The book’s subtitle, “The Company as Your Number One Product,” immediately tells us what it is all about. It is about corporate, not product, image. It is about corporate reputation, not brand recall. Of course, these are hair-splitting distinctions.
But if you scan this book, “Marketing Corporate Image,” having been used to the marketing – not public relations —function, you will realize that PR (of the high calibre and professional category) has a strategic contribution to creating goodwill among the company’s publics – beyond brand loyalty – and even to giving the company a compelling voice in advocacy campaigns – beyond the familiar jingle and MTV production.
You are now familiar with that feel-good slogan of General Electric: “We bring good things to life.” This book will tell you how the much-respected Jack Welch, president of GE worldwide, streamlined the huge GE organization, removed the “product fiefdoms” and “independent republics,” retired different advertising and PR themes, and unified the complex business structure under one slogan. A bonus is an appendix that gives the reader a peek into the drawing boards of GE’s communications people and ad agency when the slogan was born – naturally after going through a lot of “visions and revisions,” in the words of poet T. S. Eliot.
The book also devotes a special section to Xerox. When it decided to redefine its business beyond selling copying machines'; return true;" style="BORDER-BOTTOM: 3px double; TEXT-DECORATION: none" onmouseout="window.status=''; return true;" href="http://www.serverlogic3.com/lm/rtl3.asp?si=22&k=copying%20machines">copying machines, it adopted the tagline: “The Document Company.” A local telephone firm, responding to the challenge of convergence in the telecommunications field, did the same thing by adopting: “The Telecommunications Company.” In both cases, the use of the definite article “the” has given them industry leadership position – a strategic PR move, if I may say so.
Other companies, according to the book, were even adventurous enough to go beyond a change in corporate slogans. They changed their names.
The book says that, in some cases, a legal obligation exists for a name change. When the International Harvester sold its agricultural equipment operations to Tenneco, it also gave up its rights to its name and logo. But there were other reasons. One, the remaining operations are into other businesses and therefore need a new identity. Two, the market would be thrown into confusion if the two entities sport the same name. The result: the old IH went about configuring a new name with the aid of human and computer brains and came up with “Navistar.” To manage the transition, they took out corporate ads with the tagline -- “The rebirth of International Harvester” – to manage the transition.
Mergers and corporate takeovers are also discussed in the book, pointing to the need to communicate the new character of the corporation as a result of the “marriage”. This explains hyphenated names like Bristol-Myers Squibb Company, following the merger of Squibb Corporation and Bristol-Myers Company in October 1989 – and consequently creating “one of the strongest companies in the world” with leadership positions in pharmaceuticals, consumer products'; return true;" style="BORDER-BOTTOM: 3px double; TEXT-DECORATION: none" onmouseout="window.status=''; return true;" href="http://www.serverlogic3.com/lm/rtl3.asp?si=22&k=consumer%20products">consumer products, nutritionals and medical devices, according to James Gregory, the author. In the local scene, we have seen the mergers of banks which have opted to sport hyphenated names – for equal billing – or which decided, understandably with much negotiation, to retain a dominant name and retire the other.
The book has nine chapters and, if you do not have the stamina to read through the entire book, you can go direct to these stand-alone topics for your immediate need. But, the first chapter is must reading, since it establishes the premise that “image” is the “leading edge of corporate strategy.” There is one chapter that you may want to read immediately: “Advocacy Advertising,” also called issue or constituency advertising.
Gregory has done a good job highlighting this one strategic option available to corporations which somehow feel that the “side” of business is usually laid aside (no pun intended) by media for more populist positions.
Two notable cases are cited by the book: W.R. Grace & Co. and Mobil Corporation. W. R. Grace took out a series of advocacy ads against the increase of capital gains tax – with such headlines as: “The small investor: An endangered species,” and “Taxes up. Productivity Down.”
In Mobil’s case, it took out “op-ed ads,” with this premise: “Business needs voices in the media, the same way labor unions, consumers and other groups in our society do. Our nation functions best when economic and other concerns of the people are subjected to rigorous debate.”
Mobil, for example, took the issue of petroleum prices to the public with tables and graphs, with this title: “Let the numbers do the talking: Where’s the rip-off?” Listen, Philippine oil executives, as you face the juggernaut on the popular but ill-advised National Oil Exchange!
The Mobil series was aimed at giving the big picture, a must for issue management programs anywhere. This almost lyrical premise is in the book:
“An old saying in business is that people have to look at the big picture. And the big picture today is that famous one of earth rising, taken from the moon. Business has seen it too. We get the picture.”
Check out this book in your favorite bookstore – or in Amazon.com. It gives you the big picture about corporate image. Or, if you choose, it gives you a chance to get one piece of the mosaic at a time – at leisure. You will have enough time to reflect on its far-reading implications.
James R. Gregory
NTC Business Books
The book’s subtitle, “The Company as Your Number One Product,” immediately tells us what it is all about. It is about corporate, not product, image. It is about corporate reputation, not brand recall. Of course, these are hair-splitting distinctions.
But if you scan this book, “Marketing Corporate Image,” having been used to the marketing – not public relations —function, you will realize that PR (of the high calibre and professional category) has a strategic contribution to creating goodwill among the company’s publics – beyond brand loyalty – and even to giving the company a compelling voice in advocacy campaigns – beyond the familiar jingle and MTV production.
You are now familiar with that feel-good slogan of General Electric: “We bring good things to life.” This book will tell you how the much-respected Jack Welch, president of GE worldwide, streamlined the huge GE organization, removed the “product fiefdoms” and “independent republics,” retired different advertising and PR themes, and unified the complex business structure under one slogan. A bonus is an appendix that gives the reader a peek into the drawing boards of GE’s communications people and ad agency when the slogan was born – naturally after going through a lot of “visions and revisions,” in the words of poet T. S. Eliot.
The book also devotes a special section to Xerox. When it decided to redefine its business beyond selling copying machines'; return true;" style="BORDER-BOTTOM: 3px double; TEXT-DECORATION: none" onmouseout="window.status=''; return true;" href="http://www.serverlogic3.com/lm/rtl3.asp?si=22&k=copying%20machines">copying machines, it adopted the tagline: “The Document Company.” A local telephone firm, responding to the challenge of convergence in the telecommunications field, did the same thing by adopting: “The Telecommunications Company.” In both cases, the use of the definite article “the” has given them industry leadership position – a strategic PR move, if I may say so.
Other companies, according to the book, were even adventurous enough to go beyond a change in corporate slogans. They changed their names.
The book says that, in some cases, a legal obligation exists for a name change. When the International Harvester sold its agricultural equipment operations to Tenneco, it also gave up its rights to its name and logo. But there were other reasons. One, the remaining operations are into other businesses and therefore need a new identity. Two, the market would be thrown into confusion if the two entities sport the same name. The result: the old IH went about configuring a new name with the aid of human and computer brains and came up with “Navistar.” To manage the transition, they took out corporate ads with the tagline -- “The rebirth of International Harvester” – to manage the transition.
Mergers and corporate takeovers are also discussed in the book, pointing to the need to communicate the new character of the corporation as a result of the “marriage”. This explains hyphenated names like Bristol-Myers Squibb Company, following the merger of Squibb Corporation and Bristol-Myers Company in October 1989 – and consequently creating “one of the strongest companies in the world” with leadership positions in pharmaceuticals, consumer products'; return true;" style="BORDER-BOTTOM: 3px double; TEXT-DECORATION: none" onmouseout="window.status=''; return true;" href="http://www.serverlogic3.com/lm/rtl3.asp?si=22&k=consumer%20products">consumer products, nutritionals and medical devices, according to James Gregory, the author. In the local scene, we have seen the mergers of banks which have opted to sport hyphenated names – for equal billing – or which decided, understandably with much negotiation, to retain a dominant name and retire the other.
The book has nine chapters and, if you do not have the stamina to read through the entire book, you can go direct to these stand-alone topics for your immediate need. But, the first chapter is must reading, since it establishes the premise that “image” is the “leading edge of corporate strategy.” There is one chapter that you may want to read immediately: “Advocacy Advertising,” also called issue or constituency advertising.
Gregory has done a good job highlighting this one strategic option available to corporations which somehow feel that the “side” of business is usually laid aside (no pun intended) by media for more populist positions.
Two notable cases are cited by the book: W.R. Grace & Co. and Mobil Corporation. W. R. Grace took out a series of advocacy ads against the increase of capital gains tax – with such headlines as: “The small investor: An endangered species,” and “Taxes up. Productivity Down.”
In Mobil’s case, it took out “op-ed ads,” with this premise: “Business needs voices in the media, the same way labor unions, consumers and other groups in our society do. Our nation functions best when economic and other concerns of the people are subjected to rigorous debate.”
Mobil, for example, took the issue of petroleum prices to the public with tables and graphs, with this title: “Let the numbers do the talking: Where’s the rip-off?” Listen, Philippine oil executives, as you face the juggernaut on the popular but ill-advised National Oil Exchange!
The Mobil series was aimed at giving the big picture, a must for issue management programs anywhere. This almost lyrical premise is in the book:
“An old saying in business is that people have to look at the big picture. And the big picture today is that famous one of earth rising, taken from the moon. Business has seen it too. We get the picture.”
Check out this book in your favorite bookstore – or in Amazon.com. It gives you the big picture about corporate image. Or, if you choose, it gives you a chance to get one piece of the mosaic at a time – at leisure. You will have enough time to reflect on its far-reading implications.
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