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It’s a pity that the name of Frank Meier is largely lost to history because he made significant contributions to it. As the longtime bartender at the Hotel Ritz in Paris, Meier—well placed to listen to conversations that SS officers had during the German occupation of the city during WWII—passed valuable secrets to British intelligence. He even assisted in the foiled plot to assassinate Hitler.

Meier’s other deed isn’t as courageous. But it’s endured far longer.

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Robert Klara is the senior editor of brands at Adweek, specializing in the evolution and impact of brands.

Adweek is the leading source of news and insight serving the brand marketing ecosystem.