"13 Jours En France" (13 Days in France) is the no-frills title of a French documentary film about the Grenoble Winter Olympics in 1968. The film exudes a romantic image, owing to Francis Lai's melodic score and the Japanese title of "Shiroi Koibitotachi" (White Beloved Ones). This was a classic case of the name determining the product's image.

　"Shiroi Koibito" (White Beloved Ones), a popular Hokkaido-made confection named after the movie, is now in danger of losing the affection of customers after an impressively long love affair of 30 years. It recently came to light that Ishiya Co., the manufacturer, had relabeled expiration dates on unsold packages by one month to extend their shelf life. Many people must be feeling cheated.

　The company decided the cookies had a sell-by date of four months. Consumers naturally prefer to buy food souvenirs that do not spoil easily. But that doesn't mean freshness can be put on the back burner. Isao Ishimizu, president of the embattled Sapporo-based company, missed the point when he argued that "Shiroi Koibito" are "good for six months." The crux of the matter is the crumbling fidelity to the company's "loved ones" ― namely the customers.

　A little lie can lead to a breakup once in a while.

　Even after "Shiroi Koibito" attained nationwide fame, sales of the products were basically restricted to Hokkaido. It was Ishimizu's flair for business that helped the product become a top brand gift that represents Hokkaido. The ignominy the product has now earned is regrettable, all the more for the graceful image the name evokes.

　One of the names considered before the product went on the market was "Fuyu Shogun," which literally means "winter general." If the product had been put into circulation with that name, the damage might have been less.

　A brand image is said to be built upon layers of "positive memories" accumulated in the minds of buyers. Naoto Yamamoto, author of "Urenai nowa Dare no Sei?" (Who's to blame when a product doesn't sell?) from Shinchosha Publishing Co., observes: "As negative memories are not easily forgotten, makers of established brand name products make every effort to maintain quality."

　Earlier this year, Ishimizu penned an autobiographical serial for a Hokkaido newspaper. In the final installment that ran in May, he wrote: "I want ('Shiroi Koibito') to become a Hokkaido tradition that will live on for a century or two, like 'Akafuku' from the Ise region." "Akafuku" are bite-size mochi ― freshly pounded rice cakes coated with sweet bean-paste. This year, the maker is celebrating the tricentennial anniversary of this famous confection. As "Akafuku" is sold on the day of manufacture, there is no room for deceiving consumers about freshness. Well-established products have their own reason for longevity.

　グルノーブル冬季五輪の記録映画（68年）は「フランスでの13日間」という無味乾燥な原題である。この作品がまとう甘い記憶は、全編に流れるフランシス・レイの音楽と、邦題「白い恋人たち」のためだろう。命名の妙だ

　▼それにあやかった北海道銘菓「白い恋人」が、発売30年にして失恋の危機にある。売れ残りの賞味期限を１カ月先に改ざんするなどの不祥事に、裏切られた思いの人も多かろう

　▼賞味期限は４カ月。土産物は日持ちするほうが便利だが、少しでも新鮮な品を求めるのも消費者だ。「半年は大丈夫」（石水勲社長）という問題ではなく、「交際相手」である顧客との信頼関係が問われている。小さなうそから始まる破局もある

　▼全国に名を知られた後も、「恋人」は北の土産の立場を守り続けた。この商才がご当地ブランドを生んだ。商品名が優美なだけに、現実との落差は哀れでさえある。たとえば、発売前に検討されたという「冬将軍」であれば、ここまでの名前負けはなかったはずだ

　▼ブランドとは、買い手の頭の中にある「いい記憶」の積み重なりだという。「悪い記憶」は消えにくいので、ブランド企業は品質の維持に腐心することになる（山本直人『売れないのは誰のせい？』新潮新書）

　▼石水社長は５月、地元紙に連載された自伝の最終回で「伊勢の赤福のように百年、二百年後まで愛される『伝統』にしたい」と語っている。今年創業300年の赤福の餅は、ごまかせない「製造日限りの販売」だ。伝統にはそれぞれ、理由がある。(8月20日付)