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Panerai The Coca-Cola Company owns 1,901 trademarks. You can probably guess some of them – Sprite, Fanta, Enjoy Yours. There's loads you probably can’t – Joy To The Lemons, Pay Like A Boss and Gutsmack, for example. (You might wonder how much competition there would reasonably be for Gutsmack but whatever – Coke got there first.) “Trademarks are usually metaphors of one kind of another,” reckoned the Oscar-winning graphic artist Saul Bass, someone who knew a thing or two about branding. “And are, in a certain sense, thinking made visible.” Related Story Trademarks count for...
Source: esquire.com