The real story of why Exxon is spelt with 2 x’s…

verbal identity helps brand namingA lady was sitting next to Raymond Loewy at dinner. She turned to him and said,
‘Why did you put two Xs in Exxon?’
‘Why ask?’ he replied
‘Because I couldn’t help noticing?’
‘Well’, he said, ‘that’s your answer.’


The truth is, there was a Nebraska Governor whose surname was Exon and confusing the name of your company with that of a sitting Governor was considered poor form.

But it doesn’t matter what the truth is. You and I are still talking about a brand whose unusually spelt name has always stuck in our minds.

Naming’s an art. More on it next week.

Have a good weekend.