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New
Philip Morris name mix-up
raises more and more questions
By
Elliott Brack
editor and publisher
GwinnettForum.com
NOV. 30, 2001 -- Whenever a Gwinnett County apartment complex
goes through some troubles, such as a robbery or rape taking place
on its property, it immediately fixes the problem. It sends for
the sign painter.
That's right. The problems's fixed, in their marketing mind, by
a change in name of the apartment complex.
No one can then say that Gwinnett's "Devil's Mill" apartments
are still tainted. After all, it no longer exists. "Heavengate"
exists in its place, with all the very same tenants and problems,
except, of course, that previously bad name.
That same philosophy is going forward in another industry---Big
Tobacco.
Just last week the high and mighty Philip Morris Companies Inc.
painted out its old name, following similar moves by Liggett and
Meyers Tobacco.
PM is now known as the Altria Group Inc., while Liggett and Meyers
today trades under the name of Vector Corporation. You wonder if
the tobacco companies, like the Gwinnett apartment complex owners,
think that the American public is all that gullible when it comes
to names.
Of course, in the short run, you have to admit that the Gwinnett
apartment complexes that have changed their names have chugged along
and continue to turn a profit. The tobacco companies must feel they
can also duplicate that same ploy under a new name.
But time Philip Morris made the move to the new name, they faced
legal entanglements. A Birmingham firm, Altria Healthcare Corporation,
has operated under their name since 1997. They feel that the move
by the former Philip Morris may have potentially hurt them. This
could be especially true, since indeed, they are a health care company,
and Philip Morris, as Big Tobacco, certainly has continued health
problems related to smoking and all its ills.
You wonder if the Philip Morris big-wigs did not do their "due
diligence" in searching out the new name of "Altria."
A simple Google search on the internet today immediately turns up
a number of other companies with that name, including a Geneva,
Switzerland company dealing with the Iranian market, the Birmingham
firm, and several more.
Philip Morris could just have easily turned to another name, as
did Esso when it pulled Exxon out of the air. After all, PM was
seeking a name with no baggage, giving them endless possibilities.
There was no reason for them particularly to choose Altria at all.
Meanwhile, all the firms working under the former Philip Morris
grouping, and that includes the 900,000 square foot Kraft warehouse
on Best Friend Road in Norcross, must be wondering what will happen
to their parent's identity. With court entanglements afoot, Philip
Morris might be operating with a name that could be temporary only.
Meanwhile, PM management must be wondering about their attorneys
these days, and maybe even questioning their advice on other matters.
After all, , don't their attorneys know how to do a simple search
on the web for similar names?
We're not sure that calling for the sign painter is the solution
when you have world-class problems centered around your name. As
Justin Lahart wrote in TheStreet.com, you wonder "what they
were smoking."
FEEDBACK
11/30: Aunt submits winning entry without Daculan knowing it
Thanks to all of you who viewed and voted for Geoffrey's picture
in the AJC Travel Photo Contest. Shhhhh, don't tell anyone, but
we received word his photo won the Readers' Choice Award which will
be published this Sunday, Dec. 2. The smiling dog named Camille
belongs to his Aunt Beth who recently moved back to Atlanta from
Paris.
Beth entered the photo unbeknownst to Geoffrey who had taken it
during a recent visit. He arrived in Paris on September 4 before
beginning his Furman Fall Term in England study experience. He then
flew to Shannon on September 11 where he anticipated meeting the
rest of the college group. Needless to say plans changed.
Despite parental misgivings and uncertainties Geoffrey expeditiously
found two fellow students also waiting for the rest of the group,
and the three toured Ireland on their own. Once the Furman group
could travel abroad, the trip continued as planned throughout the
British Isles, with a Shakespeare course in Stratford, a British
culture class, and virtually the whole season of plays for a drama
course in London.
During Geoffrey's academic adventures, his dad and I sensed that
he was dreadfully homesick and upset by current events. This deduction
stemmed from a request for a picture of Mom and Dad. So I dutifully
packed a few of my things amongst his list of necessary items, such
as Peter Pan Peanut Butter, York Peppermint Patties, Skittles, fly
fishing rod (?), etc.
Then I rather shakily embarked on a flight to London. Once reunited
with Geoffrey, I realized that perhaps it was Mom and Dad who were
homesick because he was fine.
Fortunately, I found the students to be remarkably at ease with
the world situation, unlike many of the folks at home. Despite taking
reasonable precautions, they exhibited the usual invincibility one
observes in college students and declared that nothing would interrupt
their taking full advantage of this unique experience.
Despite their fabulous opportunities, the Furman students dreaded
a lonely Thanksgiving. So when Geoffrey called on Thanksgiving Day,
we felt his sadness and he ours. He told how the group ate turkey
at a Mexican restaurant in London. Although we related the fun news
of the Readers' Choice Photo Award, somehow our Thanksgiving was
incomplete.
We all look forward to his return December.
-- Carole Boyce, Dacula
THOUGHT FOR THE DAY:
Wisdom from Ed Norton
"As we say in the sewer, if you are not prepared to go all
the way, don't put your boots on in the first place."
-- Ed Norton, The
Honeymooners on TV.
SEND YOUR FEEDBACK
Send your thoughts, pet peeves or comments on any
issue to Gwinnett Forum
for future publication.
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