I recently came across this new Blonde coffee variety from Starbucks and I think it’s a great example of a name that’s descriptive without being boring.
Starbucks could have gone with more traditional descriptors like “Light” for this new variety.
But by choosing the name “Blonde” they are both helping the consumer navigate the choice of the many varieties and imparting a bit of personality – part of the strategy of what has made this brand so strong. They understand that it’s about the experience – not just the functionality. And they have always known that the devil is in the details.
Too often brands think the have to make a choice between clear and clever.
Starbucks shows you can have your (coffee) cake and eat it too.
That’s my point of view. What’s your twist?
What other great descriptive names have you noticed?
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“Brand School allowed me to get to the essence of my brand. I was able to hone and tighten up my brand. Thank you, Julie, it’s a great program.” – Jonathan Flaks, President, Jonathan Flaks Coaching Associates
What do you do when the well runs dry?
I mean the creativity spring, the idea river, the fountain of wit…
Maybe you are one of the few lucky ones and this never happens to you (liar!).
Fortunately, this doesn’t happen too often to me…but it does happen.
And it’s often when I am physically tired or mentally pre-occupied (usually with kids, home, etc.).
I know it will pass, after all, it always does.
But even though I know it’s temporary, when it does happen, I seem to lose sight of this right away and I go right to…I WILL NEVER HAVE ANOTHER CREATIVE IDEA AS LONG AS I LIVE.
And naturally this makes me panic, and of course this panic blocks my creativity even more and so on, and so on…
So what’s a girl (of guy) to do?
Well once you climb down from the ledge, you might want to try one of these tips…none of them are ground-breaking, but maybe they are worth remembering. And of course, what I really loved to hear is your ideas.
A while back a wrote a post Lather, Rinse, Repeat about how I often get my best ideas in the shower (I think it’s something about turning your brain off) that allows the ideas to flow.
But I lamented the fact that I couldn’t find a place to write them down (all wet and soggy) when the inspiration struck.
Well know thanks to a BrandTwist reader I just found out that one company, Aqua Notes, offers a solution to this.
My name is Julie and I am a Chocaholic.
Not to belitte anyone else’s addiction, but this is a serious problem for me.
And it’s become virtually impossible to control, because I am not sure if you’ve noticed, but right now chocolate is EVERYWHERE!! It’s in Holiday gift boxes sent to my office, from well-meaning friends bringing over hostess gifts and perhaps most importantly and most surprisingly in EVERY SINGLE DRUG STORE AISLE IN THE FORM OF VALENTINE’S GIFTS.
What did I miss?
Since when does Valentine’s Day start on January 4th?
Hello. We should at least have a 2-week grace period until January 15th. Right?
I know retailer’s are hard up…but trust me there is just not that much love to celebrate.
“Problems can not be solved
within the framework
in which they were created.”
– Albert Einstein
Do you agree with this quote? What’s your twist?