Extract This…About Naming.

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So yesterday I suggested that Starbuck’s misnamed its new fruit flavored iced coffee product Refreshers, jumping straight to the benefit in the name, and not necessarily an uncommon benefit at that. Starbucks missed an opportunity.  Here is link to the video explaining how Refreshers are made. Green coffee extract is the secret to the new product.  Three words that together don’t particularly make the mouth water.  No wonder they called them Refreshers.

Here are a couple ideas and words that may have been overlooked in the naming meeting. Words that don’t deliver the benefit, but work to explain the new product.  The  Is of the Is-Does, as it were.

-Pre-roasted

– Natural state beans

– Pure caffeine

– Arabica beans

-Young, you get the idea.

Naming is hard.  Think Apple.  Brand are empty vessels into which marketers pour meaning. But consumers extract meaning from brands and the first experience in the name. Make it a good one. Peace.