{"id":3849,"date":"2012-04-09T14:50:54","date_gmt":"2012-04-09T18:50:54","guid":{"rendered":"http:\/\/herculiz.com\/dev\/?p=3849"},"modified":"2018-10-18T20:13:58","modified_gmt":"2018-10-18T20:13:58","slug":"do-blondes-have-more-fun-starbucks-thinks-so","status":"publish","type":"post","link":"https:\/\/brandtwist.com\/blog\/brand-culture\/do-blondes-have-more-fun-starbucks-thinks-so\/","title":{"rendered":"Do Blondes Have More Fun? Starbucks Thinks So"},"content":{"rendered":"

\"\"<\/a>I recently came across this new Blonde coffee variety from Starbucks and I think it\u2019s a great example of a name that\u2019s descriptive without being boring.<\/p>\n

Starbucks could have gone with more traditional descriptors like \u201cLight\u201d for this new variety.<\/p>\n

But by choosing the name \u201cBlonde\u201d they are both helping the consumer navigate the choice of the many varieties and imparting a bit of personality \u2013 part of the strategy of what has made this brand so strong. They understand that it\u2019s about the experience \u2013 not just the functionality. And they have always known that the devil is in the details.<\/p>\n

Too often brands think the have to make a choice between clear and clever.<\/p>\n

Starbucks shows you can have your (coffee) cake and eat it too.<\/p>\n

That\u2019s my point of view. What\u2019s your twist?<\/p>\n

What other great descriptive names have you noticed?<\/p>\n

Identifying your specific market niche and honing your brand\u2019s verbal identity takes strategic thinking.\u00a0<\/strong>Our\u00a0<\/strong>Brand School<\/a>\u00a0<\/strong>program will give you actionable steps and strategies that you can use to grow a strong brand. \u00a0Receive\u00a0more information about the next semester\u00a0and receive\u00a0free brand-building tools and tips<\/strong><\/a>\u00a0<\/strong>when you\u00a0join our mailing list<\/strong>.<\/strong><\/a><\/p>\n

Please also join us on\u00a0Twitter<\/a>\u00a0<\/strong>and\u00a0Facebook<\/a><\/strong>\u00a0for more insight and discussion on branding.<\/p>\n

\"\"<\/a><\/p>\n

“Brand School allowed me to get to the essence of my \u00a0brand. I was able to hone and tighten up my brand. Thank you, Julie, it’s a great program.”<\/em> – Jonathan Flaks, President, Jonathan Flaks Coaching Associates<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

I recently came across this new Blonde coffee variety from Starbucks and I think it\u2019s a great example of a name that\u2019s descriptive without being boring. Starbucks could have gone with more traditional descriptors like \u201cLight\u201d for this new variety. But by choosing the name \u201cBlonde\u201d they are both helping the consumer navigate the choice […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21,22,24,25,27,92,63,96,163,148],"tags":[244,40,41,60,45,74,75,52,54,245,246,247,218],"class_list":{"0":"post-3849","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand-culture","7":"category-brand-experience","8":"category-brand-implementation","9":"category-brand-naming","10":"category-brand-personality","11":"category-creativity","12":"category-innovation","13":"category-problem-solving","14":"category-product-branding","15":"category-verbal-identity","16":"tag-blonde","17":"tag-brand","18":"tag-brand-building","19":"tag-brand-school","20":"tag-brandtwist","22":"tag-business-growth","23":"tag-julie-cottineau","24":"tag-marketing","25":"tag-marketing-language","26":"tag-product-development","27":"tag-starbucks","28":"tag-verbal-identity-2"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts\/3849","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/comments?post=3849"}],"version-history":[{"count":1,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts\/3849\/revisions"}],"predecessor-version":[{"id":16438,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts\/3849\/revisions\/16438"}],"wp:attachment":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/media?parent=3849"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/categories?post=3849"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/tags?post=3849"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}