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PAGES8, WIMIBY F1EÉ PRESS,-WEDNESDÏAY1 OdbIfoBtR 31' 19ùo whatb businesQ ÎE ~ ~ ~ . .. .. JMSOUCH was named 'Busnesperson of the Year' by the Whitby Chamber of Commerce. C£%An Bovi.photo Jim Souch, president of Mari- gold Lincoln Mercury Sa les Ltd., was honcredas 'Businesspeson of. the Year' by the Wib Chamber of Commerce last week Sduch's career, in, the automotive field began after graduation -from . Oshawa -Collegiate-- ýand' ,:Vocational Institute. He attended-the dealer gram at Géneral Motors lntitute in, Flint,- Mich. 'He started pumping gas at Ontario Motor Sales during high school and ended his career with that dealerhip as chrtirman of the board in 1981. He acquired the Marigold dealership in Wihitby in 1983. At that time there Were 18 employees. There are now 50 employees, including three sons an d one of his daughters. The dealership is one of the top-ranked dealershiàps in their group, based on- the customer satisfaction index. Souch has been active in the automotive industry as a member of both the Toronto Automobile Dealers' Association and the Ontario Automobile Dealers' Association. He served as president of the OADA in 1981/82. Locally, hie has served as president of the Kiwanis Club of Oshawa, Oshawa Chamber of Commerce, Oshawa Flying Club and Oshawa Si Club. H e has also been ý invâoWed- with the serviný. as preai"dentifr*1986. HP, Durhami Diabetes Associati6n, has served on xnany conimittees was, the founding, chairm an f the nudg the PeterýlP-. Chre .-Best Centre . for :evemn - . nd ,governiet Diabetic. Children,. has been rel1ation s. He has been'a mn iber chairmnan ýof 'thé <)shawa-Whiutby pf the finance. committee and the Kiwanismusic 'festival anid-has:,hôard ofgovnos f Whitby. beq' .civ "wth'Sick . 'Kids --64eq Hopîtal.-.-,- Uo- P'itaI end, ýhe 'Urited ayas We1àýas ColumabusUnited Church. IrýL9 ,[he ran as, a federal ",He has been a'àctive in the candfidate 'fori h Porssive Whitby >Chame since 198à3, Conservatives Swish earný.s .award For contributions to, Whitby's 'Ado t-a-Park'clean-up prograxn Sw=s Maintenance was- honoreci asat week as 'Corporate Citizen of the Year' by the Whitby Chamber of Commerce., Swish, a janitorial and main- tenance supply compan, donates garbage bg and loves te schoolis involved in the- parks' dlean-up program begun1at year by principal N>il Long and studenite of VWest Lynde public school. Under the Town of Whitby'S environmental' committee ht he prograin now involves 19 «litby schools. Swish continues to donate supplies te ail schools. Swish, a member qf the Whitby chamber since 1978, now has 35 empgloye at their new facility at 500Hopis St." .Mike Ambler, vice president, is a- vohinteer in several corn- munity activities, including the board of, directorsi of both of the Oshawa-Whitby -Newcastle United Way and -Whitby chi- ber. Toy donations Memberse of the Whitby1 Charn- ber Of Commerce have. been a'sked to donate new, unwrapped tytthe chamnber office.. Tegints will be displayed on the chamber float ini. this year's Santa Claus parade in ýWhitby, te be held Saturday, Dec. 1. sinanaeP Don Watt is the president and CEO of the *Watt Group, the Toronto-based retail planning and design company which created the No-Name, President's Choice and Green product names -- and lines -- for Loblaws, as well as countless others around the world. So he knows how crucial names can be: "The importance of brand names is that they are absolutely essential to preserve the equity of a product in an increasingly complex environ- ment." Naming has been with us for a long time, of course. Those familiar with the Bible may recal how Adam gives names to all the cattle and fowl in Genesis., and there's no question that today's major companies, put a lot of money inte, turning their firms, and -their products, into the proverbial "household word."- Among the top ten advertisers in Canada in 1989. only the federal government -- and $15+ million -- isn't pushing a product. On its heels comes Procter & Gamble.(at $61 million), General Motors ($56 million), John Labatt Limited (44 million), Kýraft General, Foods (ditto), etc. So there's little doubt that the names that have been hammered into your heads are important. Ail those millions spent on ads clearly pay off, if you recaîl the shockingly expensive takeovers of the past few years, including Philip Morris paying $12.9 billion U.S. for Kraft, hIc., and Kohlberg Kravis Roberts shelling out a towering $25 billion for R. J. Reynolds. Clearly, a good brand name is like an annuity. But what about the trademark question? If a name is forever, then how te make sure it can last that long (Not that everything lasts forever; many great names becamne so popular, they were declared "generic" by Canadian courts: Escalator, for instance, losts its trademark, as did Aspirin, Thermos and* Refrigerator.) Woe, then, to the smart-aleck company who dares te tread upon any of the major names which have been legally registered. One Toronto company had the gaîl te manufacture- a bubbly water under the catchy name of Pierre, Eh? A certain larger bottIer from France went for an injunction, and the selling stopped overnight. But there are legitimate cases, such as the owner of -a small Ontario soft.drink firm, who had registered the name "Classic" back in 1970. He heard about Coca-Cola bringing back its traditional flavor, after a very famous marketing blunder. Coke chose to label their old brand "Classic," and wanted te, take it to Canada. Not so fast! Letters flew back and forth between the sn'all Canadian fIrm and the $8-billion Atlanta-based cola goliath -- and Coke finally settled for a tidy suni. Yes, good names are worth billions, especially if they become famnous with the public. But let's not forget the enormous problems which arise when any firm looks beyond its own borders -- such as the Japanese coffee creamer named 'Creap. Or the Chinese lipstick called Fang Fang and batteries called White Elephant. Geyser Brand Creation, a Canadian Company, takes advantage of this country's bilingual nature by offering naines that work in both languages. Established in 1989, the company has since created such namnes as Rapidair Metro for Air Canada's new service te Toronto Island from Montreal, and the inspired L'.quipeur, the new naine for Markes Work 'Wearhouse in Quebec. "It ineans i'one who equips,' " notes G. M. Jean-Luc Viard-Gaudin. The English name was too lirniting. ABC Namebank Internation, of both Toronto and New York, has been run for over a dozen years by President Naseeni Javed, who created Maimum for Petro-Canada, Diginex for Saskatel, and countless others for Canada's top 500 corporations. Clearly, a good naine has te, be informative, distinguishable, legally cleared -- and makes sense in more than just one language. To paraphrase Shakespeare, "What's in a naine? Plenty!" The Royal Canadian Legion WH ITBY <ONT. NO. 112) URANCM POPPY FUND FINANCIAL STATEMENT-OCT. 1, 1989-SEPT. 30,1990 Cash in bank September 30, 1989 Collection- Poppy Camnpaign 1989 Expenses: Wlfarc to VeteransfDepcndants Cost'of Wreaths, Poppies, Crosses Miscellaneous (bank charges) Cash in bank September 30, 1990 $13,714.52 $21,584.30 $ 9,599.50 $ 8,616.50 $ 28.51 $17,054.31 RECEIPTS ISSUED FOR THE 1990 CAMPAIGN CAN BE USED FOR INCOME TAX DEDUCTIONS. Trusting that you will continue to, support our POPPY CAMPAIGN. Eileen Swerdliger Branch 112 ffl-Offlo J, ý7 4 I J, î idr J!',EWijy 1 lx4qf,; «t * ~.L- '. .',