A Lesson in Buying
from “ Tom Sawyer”
Tom Sawyer was much disappointed when he first saw the famous Senator Benton, because he had expected a man at least twentyfive feet high. Tom felt cheated ...
Advertised trade-marked goods, like the Senator, have reputations to uphold and expectations to fulfill. For them to be merely good is not enough—they must be even a little better than the public expects; they must be “twenty-five feet high.”
To attain a reputation, a product must be good to start with; to maintain it, the manufacturer must constantly uphold or improve his standards of quality, service, and value at pain of instant public disfavor. And the trademark name which identifies his goods symbolizes his pledge to do these things.
Buy wisely—it’s just as easy!
For safety and economy today—
Buy Trade-Marked Goods
of Known Value
Prepared by the Federal Advertising Agency, Inc., New York
from “ Tom Sawyer”
Tom Sawyer was much disappointed when he first saw the famous Senator Benton, because he had expected a man at least twentyfive feet high. Tom felt cheated ...
Advertised trade-marked goods, like the Senator, have reputations to uphold and expectations to fulfill. For them to be merely good is not enough—they must be even a little better than the public expects; they must be “twenty-five feet high.”
To attain a reputation, a product must be good to start with; to maintain it, the manufacturer must constantly uphold or improve his standards of quality, service, and value at pain of instant public disfavor. And the trademark name which identifies his goods symbolizes his pledge to do these things.
Buy wisely—it’s just as easy!
For safety and economy today—
Buy Trade-Marked Goods
of Known Value
Prepared by the Federal Advertising Agency, Inc., New York