While filling up my gas tank at our local Costco last week I coudn’t resist capturing this photo of pump signage to ask our dear readers a few pointed questions:

Is there any doubt that the automobile depicted in the Costco advertisement is a Corvette Stingray? If so, HiConsumption should resolve any lingering questions.

How

Nancy Friedman, chief wordworker, Wordworking

Sooner or later in almost any conversation about global brand names, someone will bring up the “well-known story” about the Chevrolet Nova, the compact car manufactured by General Motors between 1962 and 1979 and again from 1985 through 1988. The Nova “failed” in Latin America, the story has it, because

Absorbing all the television commercials in between football action on the field can be as much fun on Super Bowl Sunday as the actual game itself, at least for trademark and marketing types, especially when your favorite team isn’t even on the field.

One of my personal favorites from this past weekend’s Super

I’m not talking about brands that say one thing and do another. I’m not talking about brands that don’t live up to their promise. I’m literally talking about brands with two faces. One face may be confident, complicated, technical, professional, and/or formal. Let’s call him, Stephen. The other face might be friendly, simple, approachable, engaging, and/or informal