April 30, 2008
What Do You Think of Starbucks' Product Naming?
One blogger has picked up on my curiosity about the brand naming planned for two new smoothie-like drinks coming from Starbucks. Donder and Blitzen have declared to the world that according to the Wall Street Journal there is a " Top Secret Baptism for New Starbucks' Drinks." in the offing.
This is big news not least because Starbucks is taking a beating lately. Starbucks' tepid performance has led to some gloating across the Internet, and some of it is pretty interesting.
ScLoHo's recent blog post says that the problem here is that Starbucks went too far down market, pinning the beginning of the end at Starbucks' decision to put carts in airports and malls, and to offer the frappuccino in supermarkets.
Could it be that Starbucks product naming has become too pedestrian in a world were we all know our ventis from our skinnys?
Even the employee blogs talk about customers becoming too familiar with the product naming and suggest what should be done about it (remeber that the customer is always
I was interested to see that some Starbucks' employees refer to their company as "Sbux," a neat piece of insider naming.
There is no doubt that these two new names for the smoothie-like drinks have to be something different than smoothie, which is not a Sbux name. Starbucks has a grand tradition of interesting naming. Only they can offer us chocolate espresso truffles with a straight face.
I hope that these new products get the kind of naming they deserve.
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