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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