Brand as Guarantee Slogan

“— We must address this issue without delay because the resellers are using our name without us having any control. — It’s a sign that our fabric sales are doing well! What are you complaining about? — We are starting to sell anything and everything under the name “Boussac.” Since the public attributes market control of cotton goods to us, as soon as a seller has difficulty selling a fabric, all they have to say is: “It’s ‘Boussac’!” — How can we protect our products against these abuses? — By putting a guarantee label on everything we produce ourselves. — “Boussac Guarantee” alright, that cuts short any fraud attempts. — But we can’t stop there. This commits us to defend and promote this guarantee to the public for whom these two words mean nothing today. Then, the big boss has a revelation as decisive as those that previously led him to dress women in colors or to clothe the French in airplane fabric: — Fayol, you’ve won. But we will need to push manufacturing checks further because I want this guarantee to focus on a slogan, “Satisfied or refunded.” If he immediately embraces Fayol’s proposal, it’s because the “Boussac guarantee” represents the popular recognition of his work. The idea of signing his name on his products and pairing this contract with a refund guarantee also fully aligns with the idea he has of his responsibility as a business leader towards the public. He knows he is powerful enough to take on that risk.”

“Receiving the Advertising Oscar in 1958 — which he certainly would have deserved — in his acceptance speech he said: “I want the name Boussac to stand for only impeccable merchandise,” and also: “I want that when a woman enters a shop, she says upon entering that she wants a ‘Boussac fabric’ and if she is told that there is none, she immediately leaves the shop.””