The White Pine news. [volume] (Ely, Nev.) 1906-1910, 1907-09-04
ADVERTISED TRADEMARKS
CLEAR ROAD TO SUCCESS

Ben b. Hampton, well-known as
an advertising expert, is the author
of an instructive brochure on The
Value of Advertised Trade Marks
just issued by Mr. Hampton firm.
He says:
1T is hard for an experienced adj
vertising agent TO understand why
so many manufacturers fail to APP
preciate the value of advertised trade
marks.
There is a manufacturer of jew
elry specialties by way of illustration
who has been recognized as a leader
in his line for more than a decade,
and yet today the good will of his
business is worth practically nothing.
Why? Simply because he has ut
terly failed to recognize the value
of his trade mark-to say nothing
of advertising it. He has mark
which he uses on his letter heads,
and once in a while it finds its way
into piece of his wares.
Dozens of times | have asked him
why he did not stamp it on every
piece of his product and sometimes |
have grown strenuous in my efforts
to point out the shortsightedness of
his policy, but never has he given any
reason for its non-use.
" If you don't want TO advertise it,
have suggested, all right, don t. But
at least put your mark on everything
you manufacture, and in ten years
time it will have some sort of value
even though you never refer to it.
At the very least the trade will learn
to know that your mark stands for a
certain standard of quality. and that
in itself will constitute a good will
of some value
In Providence, where this manu-
facturer is located. is anotlei who
makes watches and who has trade
marked his goods and advertised
them.
What about So-and-So?"
asked. How do his chains stand
with the trade? Don't they buy them
more freely and at fairly better prices
than those of any other manufactur-
er?'
oh, yes he answers cheerfuIly,
almost enthusiastically, 'So-nnd-So is
it in watch chains. His stuff has the
call, and yet it wasn't long ago that
his shop was up an alley and he was
up against it. And he rambles on,
giving me all kinds of corking good
arguments in favor of advertising
trademarks, based on So-andSo's
watch chain experience. But he fails
to see the application of it to his own
case.
Andrew Carnegie, in recent adj
dress before the graduating class of
the Stevens institute, said. Young
man, make your name worth some
thing. If you can sell hat for one
dollar you can sell it for two dollars
if you stamp it with your name and
make the public feel that your name
stands for something
Very few of us feel like disput-
ing Mr.. Carnegie. He certainly chose
an apt illustration when he spoke of
hats. Every season all the clothiers,
from Rogers-Peet down, explain to
hat-wearers that their SO and $3.50
derbys and fedoras are just as good
as those sold by-they mention no
names. but we know they mean Knox
and Dunlap-for IS and Sc.
More than likely Rogers-Peet are
telling the literal truth-certainly no
merchants are more generally be-
lieved-but Knox and Dunlap contin-
ne to prosper, because their trade
marks are worth the extra 50 and
$3.50 to thousands and thousands of
men.
"A story went the rounds some
time ago to the effect that the Dun
lap agency for the city of st. Louis
sold for 100000. Figured on a ba-
sis of half that figure. what is the to-
tai value of the Dunlap trade name?
Think what 'Stetson' means in
connection with soft hats 1t is the
last word on the subject.
Several years ago we heard very
little of trademarked shoes. 1t was
field that was far from promising
from an advertising or specially I
standpoint. The shoe jobbers were I
in control of the situation. The man
ufacturers existed through the cour-
tesy of the jobber, and the retailer
usually bought what the middlemen
chose to offer.
THE manufacturer could not af- 1
ford to advertise, SO he thought; the
jobber did not care to, and the re-
tailer's operations naturally extend
ed no further than the limits of his
local field. Such was the situation
some ten years ago when young
J. Blisa-ceuceived
The idea of the Regal shoe. Mr. Bliss
plan was to manufacture an honest,
stylish Sc shoe, and, by owning his
'actory and stores, sell it for $3.50.
more than 99,999 old, expert
need shoe men advanced more than
1899 good, sound reasons why it
ould not be done. Then they sat
own to wait until their predictions
n the meatime two or three inter-
sting things have happened. Mr..
Hiss and his Regal shoe have become
he most prominent proposition in the II
hoe line in this country. Regal j