War Brands

Which phrases has the War in Iraq added to those which will resonate down through history? “Shock and awe,” surely, for one.

But if you had any ideas about trying to grab the phrase “Shock and Awe” for yourself, at least in any commercial/public manner, the Dutch Algemeen Dagblad reports that you’re probably too late. The American Patent Office already has before it the decision about who should be given the rights to the phrase from among fifteen applicant companies. Among these are SONY, which wants to apply the name to a computer game, as well as producers of boxing gloves and insect exterminator sprays.

Or how about “Zamzam Cola”? – perhaps you’ve caught passing reference to that in tales coming out of the recent campaign in Iraq. Belgium’s La Libre Belgique, as part of a larger article describing brands that are being looked to by Middle East consumers as counterparts to American brands, provides some helpful information. Zamzam takes its name from the name of one sacred spring at Mecca, from which it even claims to source its water. It first came on the market in 1979 in Iran (from which the ayatollahs, having just seized power, had banned the “Great Satan’s” Coca-Cola), but now can be found all over the Middle East, including in such real or nominal American allies as Bahrain and Saudi Arabia. And Zamzam promises to devote a certain percentage of its profits to Palestinian charity.

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