No-Nonsense Names

This large container is parked on neighbor Kathy's driveway to hold her furniture while her floors are being renovated after a water pipe froze and burst. I was pleased to find a company whose name tells you what it does, unlike so many others these days. I get really irritated by ones that use an invented name that doesn't mean anything, especially when it's a marketing change to try to shake off negative publicity.

Take for example, Altria Group, previously known as Philip Morris Co. Inc., which controls much of the U.S. tobacco market with Marlboro, Parliament, and other brands. Altria was included in Time Magazine's February 2010 Top 10 Worst Corporate Name Changes:

Who knew that cancer-causing tobacco products could generate such bad press? To distance itself from a number of publicity nightmares ? like then company president William Campbell's 1994 sworn oath to Congress that "I believe nicotine is not addictive" ? Philip Morris Co. Inc., makers of cigarette brands like Marlboro and Chesterfield, changed its name to the anodyne Altria Group. The change took place on Jan. 27, 2003 ? the same day the world's largest cigarette maker was cleared of responsibility in a woman's smoking-related death. Unfortunately, the change didn't work. Instead of making customers forget about Philip Morris, Altria's new name just reminded them that the company wanted to avoid being blamed for the adverse health effects caused by its tobacco products.

So it's not just me.