Smuckers

If your name is bad, change the name or make fun of it.

“With a name like Smucker’s, it has to be good.” Most companies, especially family companies, would never make fun of their own name. Yet the Smucker family did, which is one reason why Smucker’s is the No.1 brand of jams and jellies. If your name is bad, you have two choices: change the name or make fun of it.

“When you admit a negative, the prospect will give you a positive.”

— Al Ries