Name dropping...

"Don't judge a book by it's cover" - traditional wisdom - nice ideal. But this is 2008 and first impressions are everything. We are bombarded with choices in everything we do. Advertisers spend millions trying to woo your dollars. Marketers get millions, trying to make sense of how to spend the advertisers money. With degrees of success, consumers spend additional capital feeding the machine and their bellies. With these Fro Yo stores popping up every half mile, how do you choose. Do you become a brand loyalist or are you the adventurist type the might just buy into the gimmick and absurdity..(that's me). Or is celebrity endorsement your closer? 

Trends live and die fast. You need a concept, a name, an identity that sets you apart from the rest. So lets start with the name

I'm sure someone paid good money to test market these names as well as create logos, color palettes, decor, etc, but honestly who came up with the names for some of these??

Kiwi Bear (previously KiwiBerry)- plush toy or Australian mascot??

SnoLA - is this for all the East Coast and Midwestern transplants that are missing winter (or maybe this is the rehab set looking for a legal fix)

Milano Freezer - There is nothing Italian going on here other than selling gelato (not to mention their yogurt and gelato is Kosher!)

Red Mango - Exotic Fruit? Expired fruit - I have no clue

Cantaloop  - Fun to say if nothing else especially if you linger of the "loooooop" 

Green Apple - Sour fruit (no thanks)

YogiYo - Catchy and sentimental (Yaba daba doo!!!)

Fiore - Italian for Flower (and yes I did look it up!) 

Pinkberry - sounding really good about now.

this is to name a few...

What about McBerry or McYogurt? Isn't McDonalds closing in on the designer food market with their new coffees?

I choose based on location and taste. Name dropping is for wannabes!