ADVERTISING: Smelling Trouble

It sounds like an adman's daydream: instead of agonizing about picking a flashy name for a new product, choose the name first, design an ad campaign around it—and then create the product. Jack Cantwell thought it could be done, and when he formed an ad agency in March 1970, he set his staff to thinking up names for a men's cologne. Shortly after, Creative Director Jerry Weinman tossed at Cantwell a crumpled wad of paper that had "trouble" written all over it. To Cantwell, it sounded like a sexy name suggesting that the man who wore the product would be...

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