Marchioness

“ If it is true that we live by symbols, it is no less true that we purchase goods by them. A trade-mark is a merchandising short-cut which induces a purchaser to select what he wants, or what he has been led to believe he wants. ”

“ Instead of vindicating the charms of peerless beauty, they rove about spreading the fame and standing of some substantial tradesman or manufacturer, and are ready at any time to bargain in his name; it being the fashion now-a-days to trade, instead of fight, with one another. ”

“ The ownership of an advertised and favorably known trade-mark is, therefore, a valuable property right. In estimating the assets of a business, its trade-mark is included under the head of Good-Will, and Good-Will is Reputation. ”

“ Admit yourself a merchant, and protest to gods and men that the merchandise you offer is of better quality than much which sells for a high price. You may be right, and indeed it is hard upon you that Fashion does not turn to your stall. ”

“ List then:—a bawd; first for her profession or vocation, it is most worshipful of all the twelve companies; for, as that trade is most honourable that sells the best commodities—as the draper is more worshipful than the pointmaker, the silkman more worshipful than the draper, and the goldsmith more honourable than both, little Mary, so the bawd above all: her shop has the best ware; for where these sell but cloth, satins, and jewels, she sells divine virtues, as virginity, modesty, and such rare gems; and those not like a petty chapman, by retail, but like a great merchant, by wholesale ”

“ Do you claim affinity with the merchant class? If you do, you are no leader of ours. I inform you, sir, that we are skilled artisans, with the craft to turn out creditable work, while the merchants are merely the vendors of our products. Which, therefore, takes the higher place in a community, and which deserves it better: he who with artistic instinct unites the efforts of brain and hand to produce wares that are at once beautiful and useful, or he who merely chaffers over his counter to get as much lucre as he can for the creations that come from our benches? ”

“ If there are qualities in literature which are above price, these are also to be found in the world of manufacture and finance in that huge pyramid of loyalty which is modern industry, and that vast network of fidelity which is modern commerce. ”

“ Not to understand Trade is Noble.—To sell one's virtue only at the highest price, or even to carry on usury with it as a teacher, a civil servant, or an artist, for instance, brings genius and talent down to the level of the common tradesman. ”

“ Follow the shop-keeper or merchant to his place of business—stand by him, while he sells his goods—set down a black mark (as a black mark is graven on his heart) every time he misrepresents and deceives the buyer—and then, at evening, count up those marks—and see how that man has blackened over his soul in one day—see how many times he has broken this Divine commandment! ”

“ I, sir, have none of that pride which sets men above being merchants and dealers; the calling of a merchant is, in my opinion, equally dignified, and no more than equally dignified with that of a farmer, or a manufacturer. ”

“ Subject to the qualification before explained, a trade-mark may consist of a name, symbol, figure, letter, form, or device, if adopted and used by a manufacturer or merchant in order to designate the goods he manufactures or sells to distinguish the same from those manufactured or sold by another, to the end that the goods may be known in the market as his, and to enable him to secure such profits as result from his reputation for skill, industry, and fidelity. ”

“ That a merchant, who has large connections, a jurisconsult, a doctor, a chemist, should be thus absent-minded, that they should become whimsical or even peevish, I can understand; such cases are cited in history. But at least it is because they are thinking of something. Myself, for example, how often has it happened to me to look on the bureau for my pen to write a label, and to find, after all, that I had put it behind my ear! ”

“ He maintains that he has an undoubted right to place his claim to patronage before the public by every fair and honorable means. He recognizes the display of goods in the merchant's show-windows as no less an advertisement and in no better taste than the publication of a card in the newspaper. ”

“ Then he went out and calling his vizier, said to him, ‘O vizier, such and such things have happened; what sayst thou [now] of this affair?’ ‘O king of the age,’ answered he, ‘this is no merchant’s fashion; for a merchant keepeth a piece of linen by him for years and selleth it not but at a profit. How should a merchant have such generosity as this and whence should he get the like of these riches and jewels, whereof but a small matter is found with kings? So how should loads thereof be found with merchants? ”

“ As it is, your path through the world is not so clear. Indeed, the custom is in many ways to be deplored by which the son of an artisan becomes an artisan, the merchant’s son a merchant, the farmer’s son a farmer, and so on throughout all classes. ”

“ So, too, there are dealers in pleasure, dealers in love, dealers in miracles, dealers in patriotism, and the title of merchant, so honorable when it represents a man selling that which is in truth a commodity of trade, becomes the worst of stigmas when there is question of the heart, of religion, of country. ”

“ Every shop has an inscription above it expressing the name of its owner, and that of his predecessor, if the business has been so long established as to derive a certain degree of respectability from time. ”

“ Whether in one of the learned professions, or in mercantile pursuits, have we been awake to the highest aspects of our position, and used its opportunities so well, that we may sincerely call it a liberal vocation? How many professional men there are, who are mere drudges among drugs, parchments, and ceremonials? how many merchants, may I not say, are there, who are profoundly ignorant of the history and relations of their own craft, ignorant of that wonderful science of trade which is changing the face of the world, and placing itself among the momentous facts of Providence. ”

“ We, the begotten of ancient days, derive all the value in us from the fact that our makers wrought at us with zeal, with piety, with integrity, with faith,—not to win fortunes or to glut a market, but to do nobly an honest thing and create for the honor of the Arts and God. ”

“ We are aware, too, that our merchants have long known the practical and tangible value of advertisement, that is, the insistent repetition of a coloured statement until it is believed to be true, and that our priests, teachers and politicians have for centuries relied on this method alone. But for the most part these people have little real knowledge or understanding of the power they are using, and of which they are themselves the mere puppets. ”

“ When a person, as a business, obtains his merchandise from the unresisting clutch of the dead, in violation of the firman of his ruler, does he add to his wickedness by manufacturing imitations and selling them as real? ”

“ What government failed to effect, however, with all its patronage and all its agents, was at length brought about by the enterprise and perseverance of a single merchant, one of its adopted citizens; and this brings us to speak of the individual whose enterprise is the especial subject of the following pages; a man whose name and character are worthy of being enrolled in the history of commerce, as illustrating its noblest aims and soundest maxims. ”

“ You may, in the course of your trade, have accommodated yourself to twenty different fashions, and have served twenty classes of customers; have copied at one time a Parisian, at another a London fashion, and have truckled to the humours, now of a precise enthusiast, and now of a smart free-thinker. ”

“ The manufacturer of magazines must please the general public with what he prints, as the manufacturer must satisfy the ordinary buyer by the designs of his fabrics. In either case it is the taste of the intellectual bourgeoisie which is the standard of success. ”

“ The fifth and last species of immaterial things includes commercial good-will and the special forms of it known as trade-marks and trade-names. He who by his skill and labour establishes a business acquires thereby an interest in the good-will of it, that is to say, in the established disposition of customers to resort to him. ”

“ In these days when everyone keeps his trademark before the public, as you call it, not to advertise is the most original and startling thing one can do to attract attention. It was the fact that I do not advertise that drew you here. And everyone who comes here thinks he has discovered the place himself. ”

“ People, you know, who are on the lookout for custom strive to present as smart an appearance as possible. Most of the goods merchants keep they expect to sell, but there are articles in every stock for which there is little or no demand or profit in the handling. These the merchant keeps to gratify his pride of proprietorship. Perhaps I have such a weakness, but with which face do you think I seek preferment, my son? ”

“ To such a pitch has the art of manufacturing imitations been carried that I propose to give a few of the more common examples, and here I may say that the morality of dealing in antiquities resembles, to a great extent, that involved in the buying and selling of horses. If you go to a respectable and responsible dealer, you pay more, but you are sure either to get a genuine article or to have your money returned if things go wrong. ”

“ It permanentizes systems of merchandising, the track of which is left for others to follow.
A business which is not advertised must rely upon the personality of its proprietor, and personality in business is a decreasing factor. ”

“ The producers of these things—the physician, the trainer, the money-maker—each in turn contends that his art produces the greatest good. Surely, says the physician, health is the greatest good; there is more good in my art, says the trainer, for my business is to make men beautiful and strong in body; and consider, says the money-maker, whether any one can produce a greater good than wealth. ”

“ Whereas the memory of our richest Merchants is suddenly extinguished; the Son being left rich, scorneth the profession of his Father, conceiving more honor to be a Gentleman (although but in name) to consume his estate in dark ignorance and excess, than to follow the steps of his Father as an Industrious Merchant to maintain and advance his Fortunes. ”

“ As I have always said, certain things he had been taught in his youth, and had practised in his manhood, certain mean ways counted honest enough in the trade, had become to him, regarded from the ideal point of the divine in merchandize—such a merchandize, namely, as the share the son of man might have taken in buying and selling, had his reputed father been a shop-keeper instead of a carpenter—absolutely hateful, and the memory of them intolerable. ”

“ All the powers of vice are fighting a last-ditch battle against me now. I think I am on the trail of the man or men higher up in this commercialised-vice business—and it is a business, big business, too. ”

“ Remember that every sale you make is an advertisement that will either help or hinder your business. It is an advertisement of the character and general policy of your firm. It advertises the squareness, the honesty, or the cunning, the trickery of the whole concern; in other words, the man you approach will get a pretty good idea of your firm,—their policy and methods of doing business,—by the impression which you make on him. ”

“ One must rely somewhat on the character of the places from which one buys, and not expect good styles and reliable manufacture where commercial success is the dominant note of the business. In truth the careful buyer is not so apt to fail in quality as in harmony, because grade as well as style in different articles and manufactures is to be considered. What is perfectly good in one grade of manufacture will not be in harmony with a higher or lower grade in another. ”

“ Here, however, the common rule is inverted: the producers are few—men of genius; the manufacturers many—men of talent; the distributors—men of tact, men who remember, and talk with tongue or pen, their name is legion. ”

“ To buy “social influence”—to sell services that should in their nature be the spontaneous offerings of kindness,—frequently indeed as one had heard of this branch of commerce, what, when it came to an actual transaction, could be on the part of buyer and seller more contemptible? ”

“ Your work is shining good—if the good can be brought out,—and you’d entrust it, without a thought, to a couple of merchants, with no more artistry or selection between ’em than a provincial auctioneer. ”

“ It is a great mistake to think that a successful manufacturer is one who has carefully preserved the secrets of his trade, or that peculiar modes of effecting simple things, processes unknown in other factories, and mysteries beyond the comprehension of the vulgar, are in any way essential to skill as a manufacturer, or to success as a trader."—Professor Solly. ”

“ To do this they become promoters who bring inventor and manufacturer together, agents who mediate between buyer and seller, peddlers, venders and all other middlemen who go between producer and consumer and live on a commission, also literary men who devote their talent to purposeless fiction belong to the class actuated by the lower phases of the force in the common signs. ”

“ Any attempt, however, to identify the essential characteristics of a trade-mark with inventions and discoveries in the arts and sciences, or with the writings of authors, will show that the effort is surrounded with insurmountable difficulties. ”

“ On the subject of trade mystery I will only observe, that I am convinced that it would be far more to the interest of manufacturers if they were more willing to profit by the experience of others, and less fearful and jealous of the supposed secrets of their craft. ”

“ The 'owner' symbolizes here that 'section' of consciousness, or pulse of thought, which we have all along represented as the vehicle of the judgment of identity; and the 'brand' symbolizes the characters of warmth and continuity, by reason of which the judgment is made. There is found a self-brand, just as there is found a herd-brand. Each brand, so far, is the mark, or cause of our knowing, that certain things belong-together. ”