Word: wilkinson
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Perhaps not since the first postwar Volkswagen gunned into view has there been such a word-of-mouth consumer success as the Wilkinson Super Sword-Edge razor blade. When it was first introduced in Britain by the stodgy, 1 go-year-old Wilkinson Sword Ltd. (sword cutlers by appointment to Her Majesty Queen Elizabeth II). the Super Sword immediately took over 10% of the British blade market. Men who normally scraped through three shaves with the best blade available found they got more than ten with a Super Sword. Its farne spread to the Continent, then to the U.S.; supplies...
Super Swords shave so smoothly because Wilkinson turned a trick that most cutlery makers thought impossible: it managed to put a really keen, lasting edge on stainless steel. But to slow-moving Wilkinson the runaway success of its blades was just a beastly bother, and it refused to move quickly to step up production to meet demand. In fact, Wilkinson's bosses make little secret of the fact that their primary interest is in promoting the steady sales of their high-priced garden tools-among them, the three-edged "swoe" (sword-hoe), which Wilkinson considers the first improvement...
Last week Boston's Gillette Co., the king of razor blade makers, recognized that it could no longer ignore Wilkinson's threat to its markets-no matter how reluctant a threat it might be. Before many months, announced Gillette Chairman Carl J. Gilbert, Gillette will introduce a stainless steel razor blade of its own. Gilbert, too, seemed to regard the new blade as a bit of a bother that would do little to help Gillette earnings. "As we see it now," says he, "the real significance lies in the direction of increased customer satisfaction with our products...
...KIRK WILKINSON Wellfleet, Mass...
Back came a meek refusal from Football Coach Bud Wilkinson, the President's consultant on physical fitness: "This chal lenge is appreciated, but it would be most difficult to assemble here a pickup team that would offer any challenge at all to such a redoubtable group as yours." Last week, when the British winkers met the likes of S. J. Perelman and Stage Director-Producpr Mike Ellis in Bucks County, there was a hint of opposition. Perelman lost with a debonair, hand-in-pocket flair; Ellis' keen squidging eye and steady wrist made...