One thing is sure: No one in these companies gets dirty fingernails. So let's tip our hard hats to the straightforward brands that serve the working man. Like Craftsman, the tool company. Love their slogan – I mean, I give a laconic "yep" to their slogan, "Trust In Your Hands."
And let's give a shout-out to the body armor expert elegantly named – I mean bluntly named Second Chance. That's a straightforward promise for you: Our body armor stops bullets and gives cops a second chance to live.
And let's not forget that pumice-powered soap from the 19th century – Lava. Once shown in ads punched forward by the grimiest mitts you ever saw.
What would you call a company that hauls broken particle board and twisted metal out of a demolished building site? Dainty Rubbish, of course! Manly men are not without a rough-hewn sense of irony.
And those manly men and courageous women fighting in Afghanistan need clear, inspiring names too. What would you call a violent military thrust into enemy-held territory? Call it something fierce and purposeful. Like "Angry Cobra."
Craftsman Tools, Lava Soap, Second Chance body armor, Dainty Rubbish, Operation Angry Cobra. A salute to them all. Nothing virtual and obscure. Real brands for real men. Cut these brands and they bleed.