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