Earth Fare is emerging from Chapter 11 hell with a new ownership org and what hopes to be a bright future. Earth Fare began in Asheville, NC and it will rise from the ashes in Asheville. When it opened, it was branded “Dinner for the Earth.” The current name is head and shoulders better than the original, which to me suggests the earth will eat up the population and return us all to soil. Technically, that isn’t wrong, it’s just not a great brand building strategy.
(The earth has been a hungry place lately, thanks to Coronavirus, and we’ve all been fighting like crazy to remain on it — not in it.)
Asheville has a reputation as a crunchy town. We love sustainability, recycling, charity and brother/sister love. In branding? Ahhhh….sometimes we could use a little help. And branding starts with naming. One of my brand strategy discovery questions is “How did the brand get it’s name? And why?”
I wish Earth Fare all the best. The founding fathers’ hearts were in the right place. But maybe they were a couple of doobies too far down the road the night they picked the original name. Hee hee. Much love.