Buckle Rn't For Us
"Buckles Are Fun" says the shingle over the door. At least that's how it
was in his mind. He knew that "Buckles Are Fun" was not quite the sophisticated
marketing message today's post-everything consumers seemed to demand. So that's
why his fantasy buckle business was strictly in his head, not in concrete.
business ain't all fun & games
was pretty established already in his Buckles R Us business when harsh reality
came knocking. The cute, multi-national business behemoth Kids R Us sent one
of their cozy and cuddly barristers to their door (via Certified Mail) warning
that Buckles R Us was in violation of their trademark and to cease and desist
its use immediately. Of course, the whole idea that Johnny's buckles business
could be somehow inflicting harm on the Kids R Us juggernaut was ludicrous,
but what is sensible had little to do with this. Kids R Us could legally outspend
Buckles R Us 100 to one, so Johnny had little hope but to change his businesses'
name from Buckles R Us to, well, something else related to buckles.
But before he allowed himself to come to this harsh realization, Johnny pulled
out all the stops because, after all, he was a man of justice, raised in America,
and keen on the rule of law. Even though his lawyer told him otherwise, it was
going to cost Johnny a few buckles sales worth of profit to learn that justice
and reality don't always meet on a flat ball field.
Despite the name of
his company, Johnny - and anyone who has owned or developed a buckles business
-learned that buckles ain't always fun. Sure, buckles often are fun, but buckles
can also be heartful, whimsical or even silly. Buckles can be joyous, beautiful,
traditional or even "alternative". Virtually anything is possible in
the design of buckles and the bigger business of buckles.
Buckles o' plenty?
So, what should be the new name for Buckles R Us? Possibilities include Buckles
B Us; Buckles R Yore Friend; Buckles, Buckles, Buckles; You've Got A Bee In Your
Buckles; Buckles For A Lifetime or even Planet Buckles.
Even once he settle on a new name for his buckles establishment, Johnny also needed
to change the names on all his buckles promotional materials and advertisements
and, well, just a lot of phone calls letting customer and vendor know what in
buckles heaven was going on.
Buckles are tradition
Sure, it sounded like a
lot of extra work but, as Johnny's buckles building Dad always told him, no
one ever said working with buckles was fair. Working with buckles could be fun
(there's that word again!), silly, fantasmagorical or even supercalifragilisticexbealidocious.
"Buckles," dear old Dad always said, was a fine way to make a life.
"Buckles - especially trophy buckles -- are always renewing and bringing
tradition back to those who both present and receive them. Buckles are about
connection to a rich past, about the giving and receiving of heirlooms, family
history and community history.
& Greg Baskin
4250 W. Anthem Way #575 Phoenix, Arizona USA 85086
1-800-474-9111 fax 1-623-465-1621
Driving directions & map