We are not talking about the vines of grapes. But the grapevine which means to heard a thing through unofficial channels rather than the official one’s. You must have heard someone saying “I heard it from the grapevine”.

Grapevine has its origins in the telegraph system invented by Samuel Morse for communication. It was initially used mostly by Army. This communication method required miles and miles of wire between the source and destination. These wires had to be supported on the poles erected at specific spaces. The wires hanging on resembled the wires for supporting the grape vines. And hence the word.

Grapevine is used mostly to spread rumours because source is ambiguous. People can neither reject it or accept it entirely. But grapevine spreader sow the seeds of doubt in the minds of their targets.

Today the grapevine is used as an informal channel for communication. Grapevine fires up imagination and recipients try to verify the information. So when the information from all employees in a company is collated a bigger picture emerges.

If the source of the grapevine is murkier it spreads faster. Similarly it depends upon the interest of the recipient. For example if an employee in city A hears the grapevine that company is going to open a new outlet in city B he may not be interested in the information. But if grapevine is about the layoffs in the company he will be interested and spread it further to seek the reacts of his fellow employees.

Cherry Picking

Cherry is a fruit which becomes the best part of whatever it is used in. Like the topping in the cake. It is the most desired part of the cake. When ripe they taste luscious and look beautiful. When not ripened they taste sour.

The term “Cherry Picking” means to select the best among the lot. It is like taking home the best value for the money. You shift through the lot and opt for the best and reject the one’s which are not the best.

Cherry Picking can be deliberate or accidental. For example, in many companies the results data is cherry picked. It means the management selects only part of the data which suits their assertion.

Similarly the politicians do the cherry picking of the data. They select only those portions of a report that is in the favour of their agenda. Many newspapers also do this for creating a bias among the parties.

Cherry picking is used in advertising. The results of a the studies like using a particular brand of toothpaste which protects gums are shown as “4 out of 5 ” doctors recommend it.

How does one know that the facts he is citing to back his claims is holistic not cherry picked? This is possible if he is owner of the data or the source from where he has gotten the data is trustworthy.

Nobody is sure about the origin of the phrase. Initially those ship workers which tried to get the easiest of the tasks on the ship were called Cherry Pickers. From their the use of the phrase must have been diversified over time.

Happy Cherry Picking!!!!

Tiger in the Tank

In 60’s Esso launched an brilliant ad compaign to boost the sales. “Put a tiger in your tank” was a slogan created in 1959 by Emery Smith, a young Chicago copywriter.

A bit of history of ESSO. Esso was the brand name under which Standard Oil of New Jersey started marketing its products in 1926. In 1972, the name Esso was largely replaced in the U.S. by the Exxon brand while the Esso name remained widely used elsewhere. In most of the world, the Esso brand and the Mobil brand are the primary brand names of ExxonMobil, while the Exxon brand is used only in the United States alongside Mobil.

It was to promote sales of car petrol. The advertisement was called “Tiger in your car tank” or “put a tiger in car tank”.

Tiger tail

The tiger as we all know is the fabulous animal. It is called the king of jungle because of its power and roar which makes the jungle tremble with fear.
The compaign was so successful that the company launched artificial tiger tails which the car owners hung on the tank cap.

A record 2.5 million artificial tiger tails were sold in America alone. The tails are still available as momentos.

The compaign likened the Esso fuel to the tiger. Filling the tank with this fuel, was like unleashing a beast as powerful as a tiger. Even the petrol hoses were adorned with tiger momentos.

The slogan was so successful that it entered the lexicon. The sentence in the slogan means “A lot of vigor, determination, and motivation”.

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