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Caffeine Fix

26 Nov 2012

Starbucks recently launched ‘Verismo’ an in-home ‘pod’ coffee machine.

It’s a defensive strategy designed to compete against brands like Nespresso, Illy, Keurig and others who dominate the market for pod-based coffee machines.

Problem is, the Verismo name isn’t that great.

As far as names go it’s hardly a jolt to the system, is it?

Here’s my issue: Verismo is too pretentious for it’s own good.  Verismo is literally ‘a genre of opera from the 19th century’ not that anyone would know that unless you were a serious opera geek or curious enough to Google ‘Verismo definition’ as I was.

I just can’t see people saying, ‘Can you make me a Verismo?’ – it just sounds silly.

Here’s the real acid test.  Imagine someone came over to your apt and saw the new machine parked on the kitchen countertop.  Admit it – they’re more likely to say “Oh, you’ve got the new Starbucks coffee machine” rather than say Veris…whatever-it-is.

Nespresso by contrast is a genius name.  It references the maker (Nestle) while redefining the notion of espresso almost to the point of owning the category.

Starbucks…may we please name your next coffee maker?

 

POSTED BY: want | IN: Blog
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