This Veterans Day, “Lets Go” with James Edward Hairgrove, 1945.

When James Edward Hairgrove went off to war, his two first cousins went with him. The boys – James Edward, Billy Wayne and Charles – were all born in 1926 but James Edward was older by a few months, 19 to the others’ 18.

James Edward was the oldest son on a working East Texas farm. He took a six-month deferment on that account; it kept him out of some of the worst battles in the Pacific War. That half-year delay would work in his favor right through the end of World War II.

After basic, Billy Wayne and Charles stayed in Fort Bliss and taught riflery – they’d all grown up hunting. James Edward was in California for additional training, went home to Texas to visit family before shipping out, the only cousin that went overseas. When this photo was taken, he was on his way back to the west coast, to board ship for the invasion of Japan.

He arranged his trip back from East Texas so he could lay over in El Paso for eight hours and see his cousins at Fort Bliss one more time. In their clean Class As, they went down to Juarez – where this picture was snapped, July of ’45.

James Edward’s the one on the right. That’s cousin Billy Wayne in the middle and cousin Charles there on the left.

James Edward shipped out of California at the beginning of August to join Operation Olympic, the initial invasion of the Japanese home islands. He was at sea for a day and a half when the first atomic bomb fell out of the bottom of the B29 Enola Gay onto the city of Hiroshima: August 6, 1945. Eight days later Japan surrendered and World War II was done. (James has always called President Harry Truman “hero” because, thanks to the atomic bombing, he didn’t have to invade the country.)

James Edward completed his service as a basic infantryman in the Okinawa occupation force, guarding prisoners, escorting Red Cross ladies. After the island’s own 82-day-long battle, 90% of its buildings were utterly destroyed. The tropical paradise had been shelled, blasted and burned into a huge expanse of shattered trees, mud and decay.

Then he returned to Texas. The magisterially named Aurora Council Hairgrove, the cousins’ grandfather, had sworn he’d live ‘til the three boys came home from the war. They did, safe and sound, and he was waiting for them. Not everyone came back for this and other American wars. Today’s the day we remember all – including those at Fort Hood.

In addition to James Hairgrove: Paul Hirsch Baron, Emmanuel Katz and Sam Slavik. Tom Ritter. Phil Slavik. Norman Sabel and Sherman Sabel. Joel Hirsch Goldberg. Thomas Biddulph, Richard Dailey, Richard Fox, Bill Gay and Richard Sutter. David Starr. Frank B Foulk. Chris Hrabe. AJ Smith and Paul Hoven. John Naumann.

George A Schuler, Jr., Alan Vera. Nathanael Charles Yonka, Jr. Hoi Nguyen and Ellis Alexander. The names from the Gunroom (you know who you are): Paul Johnson, KCMO, and “Charlezzzzz” Muñoz. Charles Rose and Bill Krull. Gary Bearden. Bernard Mazursky. Harold Borenstein and Phillip Becker. Clarence Everett Latham and Irene Helen Phillippe. Meyer Horwitz. And me.

Every year this list grows longer – you’re welcome to add names of your own.

*Thanks to James’s daughter (and my colleague) Kay Hairgrove Krenek for the photo and the story.

Driving East to Edom, She’s Going, Going... (Casual Sonnet)

“Traveling to Edom.” Long e, short d-o-m.
A friend is driving there tomorrow,
Going east to see the sights.
Going for the antiques, going for the day.
That part of Texas is more green than red.
Will she find a worker of the ground along the way?
A keeper of the sheep?
Or is an Esau waiting for her?

She may share his pottage at the Shed Café,
A strictly down-home menu, every dish an antique tale.
Birthrights sold up by the register.
And Abraham so recently deceased.
Driving east to Edom, she’s
Going, going, g-o-n-e.

Copyright © 2009, Richard Laurence Baron.

“Texas T-Bone”

The “T-Bone” needs our help. No other state can claim this name – and if the new high-speed rail proposal gains traction, we’d really have something to brag about. In fact, prospective consumers of alternative travel in Texas learned more about the train plan yesterday from a Houston Chronicle article by Peggy Fikac:

The idea of high-speed rail is being pushed again in a big way in Texas, and backers hope to have $12 billion to $18 billion high-speed trains running by 2020. This time, they say they have taken care to ensure the idea won’t fall flat the way a bullet-train push did some 15 years ago.

Here’s a mouthful: The Texas High Speed Rail and Transportation Corporation. It’s the non-profit behind the new plan to achieve high-speed Texas rail in 10 years. “T-Bone” is the shape of the travel corridor between Dallas and San Antonio, with a Houston leg meeting the line in Temple. (That’s “256 miles shorter than running the bases on the straight line.”)

Although Houston’s Judge Robert Eckels is Chairman, some people are afraid this routing arrangement represents a highjack by “people” in Dallas. I’d like to hear more about that.

Texas could have started a new rail system in the mid-90s if Southwest Airlines hadn’t been so frightened by the competition. Now, with the new administration in Washington and an economic demand for better travel options makes rail at least conceivable again. Finally.

But the Texas-T-Bone could benefit from our savvy…the help of sharp graphic designers, art directors and copywriters to start with. Ladies and gentlemen, the THSRTX website needs substantial improvements in styling and navigation. The logo could be better, stronger and more evocative of the “romance of the rail.” Then a talented PR group ought to get involved.

Let’s take it all a step or two further. The T-Bone’s a consumer product (despite the politicians and governmental bodies, NGOs and corporations who are the start-up stakeholders in the venture). That means consumer rules apply: A sense of style is critical to promoting acceptance. I’m going to come back to this point again and again in future posts. High-speed rail is too good an opportunity to screw up this time around.

Got a T-Bone stake? If you do, let me know…get yourself on board before the thing leaves the station. Meanwhile, I’m going to drop a line to the executive director to determine the Corporation’s interest in taking on a professional creative team.

Many, many thanks to Stacy Allen, Prism Design, for revising the antique British Rail poster specially for this blog post. Just what did the people who ran the railroads a hundred years ago know about marketing that has since been forgotten?

Railean™ Rum

The end of 5th Street in San Leon, TX, is about as far as you can go before you run out of solid land. Beyond it sail shrimp boats and freighters. This is where Matt and Kelly Railean founded their distillery. This is where they make “original” Handmade Texas Rum™.

I wouldn’t blame you if you think I’m a sot, not after writing about Louisiana rum in a previous post.

In the blogosphere, though, one thing does lead to another. So I found myself with an invitation to visit one of the two rum-makers in Texas. Railean Texas Gulf Coast Rum is hand-crafted in a different style than Old New Orleans Rum and the brand is marketed differently, too. (Yes, there’s been a certain amount of tasting going on – this helps me differentiate among brands. Really.) Why miss a chance to observe this brand effort on the basis of the Four Ps* of Marketing anyway? And it’s just down the “Highway of Death,” I-45 South.

These Texas rums are new. The Raileans got their financing in the Year 5 and their permit in the Year 7: Their clear White Rum came out in December last year, the first marketable liquor off their shiny German-made column still. Railean Reserve XO (the amber rum) has just been introduced. Matt Railean is the distiller; in fact, he’s Texas’s first “Master Distiller.” Kelly Railean is the marketer – her background as a First Level Sommelier, with more than a decade’s experience in wine and spirits, means she knows how to go door-to-door.

The initial, Four-P decisions, though, have been joint ones.

One: Product. They wanted to match their product – the rums – with the audiences they saw on the horizon. They believe there will be a market for fine-tuned, hand-crafted rums just as there is for single-barrel bourbons and aged tequilas. In creating the product, they went for “dry” rum recipes. There’s no sugar left in the specially created 720 molasses when it goes in the still. The two varieties are less sweet than most rum – the flavors are rich though not syrupy (the Reserve XO has some sherry-like overtones). So far, bartenders and restaurant owners say they like the Railean rums because they’re different, with an up-market feel and taste that’s distinct from mass-produced rums.

Two: Positioning. The brand name – Railean – is the family name. The makers experimented with different name options, using both friends and liquor-industry colleagues as sounding boards. I’d say there’s no more vanity here than any other entrepreneurs; and a good deal of realism. If you can’t have the brand equity of a Bacardi or Captain Morgan, you have to build your own. They also understood from the get-go that San Leon doesn’t have quite the throw-weight as New Orleans. Rather than load up the rums with pre-conceived notions, “Railean” is neutral…so Matt and Kelly are willing to let their stakeholders help build brand loyalty and image. (I think the jury will be out for a while yet on their brand positioning effort.)

Third: Presentation. In this case, that’s the label design. Look behind any well-stocked tavern bar, or the “Rum” section of a good liquor store. You’re going to see a lot of labels showing black bats, pirates, sugar cane and more pirates. After considerable thought and a huge number of designs, Matt and Kelly looked out the window of the Buccaneer Tavern in San Leon and saw the hundreds of monk parakeets flying around the power poles and palm trees – the little green parrot ended up as the Railean mascot and the anchor of the product labels.

Fourth: Promotion. Kelly Railean is convinced on-premise sales will build the Railean brand and that’s where most direct tasting and promotion efforts are concentrated. I wrote in a previous post about “marketing one bottle at a time;” bars and restaurants are where the 30-to-50-year-old professionals nurture their liquor brand devotion. The company wants to foster this personal relationship with the brand; admits it’s hard work and intends to follow through with it all the same. In the absence of a million-dollar budget, the Raileans will use word-of-mouth to foster brand loyalty.

Forty-plus years back, John C Aspley wrote about the advertising manager of a large manufacturing company who said: Sales promotion moves the product toward the buyer, while advertising moves the buyer toward the product.

The Raileans are using sales promotion – and sweat equity – to construct their brand’s success. Their achievement will be handmade, for sure.

*There are about as many “Ps” in marketing as there are markets – three, four, five, seven…you name it. One 4P set (not mine) can be found at The ABCs of Small Business. I’m grateful to the Raileans for the great chance to see a new consumer brand take its first steps. Their brandsite also features plenty pix.

Corrigan Christmas

My God, it’s good to be back in Texas.

The past week was uproarious. Glorious. If there’s anything better than being invited to the 80th birthday of one of your oldest friends (Bob Fusillo), it’s having a groaning-board Thanksgiving with him and his family the following day. Edith Fusillo kept feeding us, feeding us. Dylan Fusillo and Janis Shen came in from New York City. I got to spend more time with him and his brother, Neil Fusillo, than at any time in the past…decade? Two decades? More?

Atlanta itself was all about shopping. Every news medium was filled with stories about “Black Friday” and “Super Saturday.” Shoppers local and national lining up at Best Buy (e.g., which is also advertising a “Cyber Monday” in the event shoppers missed their opportunities over the previous weekend) the night before stores opened, wanting to be the first in line for flat-screen TV sets and other gadgets.

Number Two story on the national TV news programs was about all the Made-in-America toys people could buy. No fears of heavy-lead paint if you buy American instead of Chinese. This is particularly piquant since Barbara finally tracked down a pair of size-15 flip-flops that was waiting for us on our front porch when we arrived home last evening. Made in China, natch: a potential new meaning for the term “leadfoot,” I suppose.

Widely remarked upon by Talking Heads – and much in evidence in stores and lots all over Atlanta – is the deceitful attempt to avoid calling those seasonal, decorated evergreens Americans enjoy buying by any other name than Christmas Trees.

It seems to have started with the Lowe’s Holiday Catalog, in which the big-box chain cravenly referred to these items as Family Trees.

In an effort to avoid the use of the term “Christmas tree,” Lowe's has renamed their Christmas trees and are now calling them “Family trees.”

In their Holiday 2007 catalog, containing 56 pages of Christmas gifts, Lowe’s advertises hundreds of gift items, including scores of “Family trees.” In fact, the word “Christmas” only appears two times in the entire holiday catalog. The ads mentioning “Christmas” cover only 12 square inches of the 5236 square inches available.

I saw signs advertising Holiday Trees, Seasonal Trees and – on one corner of the Perimeter Shopping Mall – a lot with a huge banner announcing the sale of Tradition Trees. (I’m pleased to report the apparent absence of marketing for the Hanukkah Bush, though some are available for Jewish shoppers on the Worldwide Web.)

Yesterday, we battled our way west across Interstate 20 on the drive back. Rain, more rain. Massive rain. Spot showers. Heavy misting. Plus traffic diverting from I-10 because some of this major highway is closed – see the post below. Leaving the Interstate, crossing the state line on US 79 and switching to US 59 to bring us to Houston was a wonderful relief.

Even better, we drove through the tiny town of Corrigan about 8.30 PM. There’s a lighted signboard in front of the City Hall. It announced:

Christmas Tree Lighting
& Chili Cookoff

God, it’s great to be home.