Subscribe to Inc. magazine

What's in a Name?

Forms Worms Inc., a marketer of specialty real estate appraisal forms, ships plastic worms with its forms.
Advertisement

Talk about making an impression on customers. In every shipment of her company's product, specialty real estate appraisal forms, Ruth Lambert encloses a plastic fishing worm. Sounds like a desperate and doomed promotional stunt? Lambert's 15-year-old company, with approximately $3 million in annual sales, is the biggest in its field, not to mention one of the world's largest users of plastic fishing worms. The company's slogan: "There's nothing funny about our service." And its name? Forms & Worms Inc. That in itself is a stroke of genius, as a leading advertising executive once observed when he saw the name of Lambert's company on a list of attendees at a conference he was addressing. "Before I start," he said from the podium, "I would like to tell whoever you are from Forms & Worms, and whatever it is you do -- don't ever change your name!"

Last updated: Apr 1, 1991




Register on Inc.com today to get full access to:
All articles  |  Magazine archives | Livestream events | Comments
EMAIL
PASSWORD
EMAIL
FIRST NAME
LAST NAME
EMAIL
PASSWORD

Or sign up using: