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I found myself in a shoe department the other day, while my wife shopped for shoes. At some point I heard a customer ask the salesman if she could have her foot measured with the foot thingy.
Although I knew and the salesman knew exactly what she was talking about, I also knew that the strange metal gizmo she was asking for more than likely had a more formal name than ‘foot thingy.’
When I had a chance I asked the salesman what the foot thingy was really called. He said he had no clue because he usually worked in hardware and was only helping out in shoes while the regular guy went to lunch.
Now I was curious. What was the real name for the foot thingy? As a radio talk show host and columnist I’m required to know almost everything, and I’m also supposed to stock my head with some of the most little known and useless information that ever the mind of man or woman collected.
As I stood there in the store I head another salesman ask a colleague: “Mike, where’s the Brannock Device?” A few minutes later the colleague appeared holding a foot thingy.
Later, when I asked the salesman about the device’s name he said he had no idea where the name came from and then asked if he could get me a pair of shoes.
While being fitted for a pair of hiking boots I noticed that the name was printed right there on the thingy – Brannock Device. Being a word guy I took out my low-tech Palm Pilot (a pad and pencil) and wrote down the name.
Then I decided to do a little research. I figured the name was probably that of the inventor, like the Maine-made device - the peavey - used by loggers. That clever tool was named after its inventor, Joseph Peavey of Bangor.
Turns out the Brannock Device was patented in 1927 by Charles F. Brannock who was a student at Syracuse University. As you might expect, Charles’ folks were “foot people” and owned a shoe store in Syracuse. They say his prototype device was made from metal parts from his boyhood erector set.
Brannock’s clever device has changed little in almost 80 years but the company is thinking of coming out with a digital Brannock Device. The “foot thingy” goes digital. Is this a great country, or what?
I hope you appreciate the fact that I wrote this entire column without using any lame references like, “if the shoe fits,” or ‘starting off on the right foot.”
But there I go, putting my foot in my mouth.

John McDonald is a humorist and storyteller who performs regularly throughout
New England. Contact John at or 899-1868.
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