Trends: The Name Game

Companies, like people, do not always like the names they were born with—and more of them than ever are doing something about it. For many U.S. corporations, the name change has become almost a symbol of growth, energy and aggressiveness. Last week Monsanto Chemical Co., which has diversified into electronics and building materials, got formal approval from its stockholders to become just plain Monsanto Co. Fairbanks Whitney, hoping to get an image with a bang from its gunmaking subsidiary, plans to rename itself Colt Industries. Riddle-Airlines, whose name has long been just that to many people, is about to...

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