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Science, Restraint, and J. Edgar Hoover: Building and Maintaining the FBI Brand, 1933 to 1972
Unformatted Document Text:  Cecil,  Tiernan,  Koroglu  —  Science,  Restraint,  and  J.  Edgar  Hoover    —   8   product over another because they recognize the brand name or logo and associate a positive meaning with that product. Manufacturers and marketers used their brand names to create positive associations in the minds of consumers. Joseph Campbell used advertising to connect his soups and other canned foods, “as part of the Campbell family of foods products, which reinforced a sense of superior quality,” and this association stuck with consumers. xxi Some marketers used their brand identity to connect a desired quality or function with their product. As Sivulka notes, “Carnation condensed milk suggested freshness and sweetness. Cream of Wheat implied a healthful grain product. And Brad’s Drink became Pepsi-Cola to emphasize that the beverage relieved dyspepsia and peptic ulcer pain.” xxii The goal of these branding efforts were to set one organization’s product or image apart from others, creating a distinctive and evocative identity. According to Mary Cross, “Companies want to establish their brand names as a signal to consumers that goods under that name are trustworthy and reliable.” xxiii In Creating the Corporate Soul, Roland Marchand explored the early- to mid-20 th century epiphany that led monolithic corporations to reconsider their advertising and public relations messages. Citizen concerns about the ethics of large organizations forced those organizations to reshape their public personas. Having pitched themselves as large employers connected to products with a brand identity, corporations were faced with “incomplete social legitimacy,” Marchand wrote. Americans were skeptical of the motivations of big business. Faced with a challenge to their legitimacy, during the first three decades of the 20 th century, institutions in American society began moving towards the creation of a “corporate soul,” or humanized organization. xxiv Corporations began

Authors: Cecil, Matthew., Tiernan, Jennifer. and Koroglu, Didem.
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Cecil,  Tiernan,  Koroglu  —  Science,  Restraint,  and  J.  Edgar  Hoover    —   8  
product over another because they recognize the brand name or logo and associate a 
positive meaning with that product.  
Manufacturers and marketers used their brand names to create positive 
associations in the minds of consumers. Joseph Campbell used advertising to connect his 
soups and other canned foods, “as part of the Campbell family of foods products, which 
reinforced a sense of superior quality,” and this association stuck with consumers.
xxi
 Some 
marketers used their brand identity to connect a desired quality or function with their 
product. As Sivulka notes, “Carnation condensed milk suggested freshness and sweetness. 
Cream of Wheat implied a healthful grain product. And Brad’s Drink became Pepsi-Cola 
to emphasize that the beverage relieved dyspepsia and peptic ulcer pain.”
xxii
 The goal of 
these branding efforts were to set one organization’s product or image apart from others, 
creating a distinctive and evocative identity. According to Mary Cross, “Companies want 
to establish their brand names as a signal to consumers that goods under that name are 
trustworthy and reliable.”
xxiii
 
In Creating the Corporate Soul, Roland Marchand explored the early- to mid-20
th
 
century epiphany that led monolithic corporations to reconsider their advertising and 
public relations messages. Citizen concerns about the ethics of large organizations forced 
those organizations to reshape their public personas. Having pitched themselves as large 
employers connected to products with a brand identity, corporations were faced with 
“incomplete social legitimacy,” Marchand wrote. Americans were skeptical of the 
motivations of big business. Faced with a challenge to their legitimacy, during the first 
three decades of the 20
th
 century, institutions in American society began moving towards 
the creation of a “corporate soul,” or humanized organization.
xxiv
 Corporations began 


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