THE VALUE OF SYMBOLS.

Press, Volume LXVIII, Issue 14306, 18 March 1912, Page 4

THE VALUE OF SYMBOLS.

THE SIGNIFICANCE OF "C.A.C."

There'is a grcac deal in a name, when the name has been made good with honour. It is 'when a, name is improperly used to give a semblance of goodness to a thing essentially bad that a. symbol i.s put to fraudulent use." The Colonial Ammunition Company of N.Z., Ltd., makes many cartridges of remarkable value, and .among these every spouting man lia-s his preference. But they are all in agreement on one point: the throo letters C.A.C. arc a synibpl that stands for positivo excellence' in ammunition. Whatever name may bo given to a cartridge, if it is nat. guaranteed by that simple sign "C.A.C." tho probability is that you aro not really getting what yon seek. Did you overtake time to think just why tho symbol "C.A.C." has come to such enviable signficanoe? It is because tho Colonial Ammunition Company has gone straight for its ideal and never deviated from tho way. Every firm has its own idea or s3 - stcm of business. Some go for profits merely: somo for permanent and assured success. The Colonial Am'uiunkion Company makes its first consideration always tho complete- satisfaction of customers. It would sooner forfeit its profits than its good name. Lt knows that its career must depend on tho quality of its manufactures. So it has perfected a system to give effoQb to its ambitions and its aims. It makes its ammunition a,s cheap as-fossiblo: but. it will not reduce price at tho cost of effectiveness, lire business is to manufacture and sell good cartridges, and in that senso only it puts business always •first. If yon can suggest a sounder commercial principle for honest traders, tho Company will bo glad to hear of it. C.A.C. ammunition is ma do and guaranteed by tho Colo"ial Ammunition Company of N.Z., Ltd., at its works in Auckland, and is stocked for salo by storekeepers, ironmongers and ammunition dealers throughout the Dominion. 4