Personalities: May 1, 1964

AT Lever Bros., where it's in to give brief, breezy names to executives as well as products (All, Lux, Vim, Wisk, Spry), Milton C. Mumford is addressed by colleagues and referred to in company publications merely as "Milt." Along with the little names, however, go big titles: Mumford, 51, has been president and chief executive of Unilever's U.S. arm since 1959; last week he became chairman as well, succeeding retired William H. Burkhart. Illinois-born and educated (University of Illinois '35), Mumford came to soapmaking Lever Bros., ten years ago from towelmaking Fieldcrest...

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