284 SELLING LATIN AMERICA 
are great consumers of canned salmon, and our 
Western fisheries supply much of the article. 
One firm in San Francisco had a brand well 
liked and very famous among the Celestials. 
The label on the tin showed a highly colored 
salmon having the wrong number of fins, with 
tail elevated in the act of leaping over a water 
fall down stream, while the background was 
filled with tropical palms and cocoanut trees. 
The trade mark was simplicity itself, and was 
recognized with favor all over the Flowery 
Kingdom. Higher education however com 
pletely removed the brand from the map. 
The head of the house had a son just from 
college, who had been recently admitted to 
the firm. He started to clean up things—to 
be 100 per cent, efficient. His aesthetic and 
educated eye at once saw that the label on the 
brand which had made the firm’s fortune was 
a living lie. Salmon were not colored like 
the rainbow; leaped up stream only; had less 
fins and depressed their tails when doing acro 
batic feats. And horror of horrors—no 
tropical palms or cocoanut trees grew in the