Jazzy Names
What do ya think? I do not care for it much, especially when it confuses the grade or type of tea. I actually shy away from tea vendors who do it. But I know some of them have quality tea. Just a quirkiness of mine.
Apr 28th, '09, 10:23
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As a company attempts to enter mainstream American markets, they must appeal to a larger audience. So names that sell, image, etc become as much a focus as the tea itself. When there is some balance there, it can be OK.
However some companies focus more on the marketing aspect (including jazzy names) and lose focus on the tea, Republic of Tea comes to mind (and Teavana even more so). Early on, RoT had pretty decent tea, but they lost focus on that as they grew and became more interested in marketing ploys to gain market share.
Adagio on the other hand seems to be balancing this pretty well, offering some surprisingly good direct from source teas along with their jazzy names.
I do agree that in addition to offering jazzy names, also offering traditional nomenclature would be very desirable for the tea aficionados.
However some companies focus more on the marketing aspect (including jazzy names) and lose focus on the tea, Republic of Tea comes to mind (and Teavana even more so). Early on, RoT had pretty decent tea, but they lost focus on that as they grew and became more interested in marketing ploys to gain market share.
Adagio on the other hand seems to be balancing this pretty well, offering some surprisingly good direct from source teas along with their jazzy names.
I do agree that in addition to offering jazzy names, also offering traditional nomenclature would be very desirable for the tea aficionados.
Apr 28th, '09, 10:50
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Apr 28th, '09, 12:00
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Me too. I prefer traditional/descriptive names, although I can appreciate why a company wishing to appeal to the mass market would choose to use "jazzy"/playful names.Proinsias wrote:What Chip said.
especially this bit:Chip wrote:I do agree that in addition to offering jazzy names, also offering traditional nomenclature would be very desirable for the tea aficionados.
I'm just wondering how many more classical music-themed names it's possible to come up with before they become too obscure for the mass market. Sencha Cadenza? Oolong Arpeggio?
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May 2nd, '09, 01:07
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May 2nd, '09, 05:05
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While I like the words Sonata and Rhapsody and what not as they invoke grandeur I can't help but feel more hesitant in the product as it feels gimmicky to me.
Such titles feel fitting for a box of tea in a grocery store aisle as they need to attract the consumer's eye and gain their confidence that their version of chamomile or what have you is better than the other three chamomiles. But again, for me, and more discerning consumers, it does come off as more of a gimmick unless the box description can really prove the title and superiorness in comparison to the other brands.
From Adagio, I've noticed a few such titles, at the moment I'm thinking the two Senchas, but from the description you can discriminate between the two types based on the flush but if said description was just some feel-good sentences I would be bewildered which is largely the case when looking at teas in the store as they don't offer any compelling evidence as to why their brand is superior.
The only tea I fell for was this Super Green Tea as despite the super meh name the box did provide evidence if its superness in comparison to other green teas and the fact it came in plastic shrink-wrap which is always a plus for me. Though another tea was called Sweet Vanilla Nights or something which offered no real selling point in the description based upon it's asking price.
Such titles feel fitting for a box of tea in a grocery store aisle as they need to attract the consumer's eye and gain their confidence that their version of chamomile or what have you is better than the other three chamomiles. But again, for me, and more discerning consumers, it does come off as more of a gimmick unless the box description can really prove the title and superiorness in comparison to the other brands.
From Adagio, I've noticed a few such titles, at the moment I'm thinking the two Senchas, but from the description you can discriminate between the two types based on the flush but if said description was just some feel-good sentences I would be bewildered which is largely the case when looking at teas in the store as they don't offer any compelling evidence as to why their brand is superior.
The only tea I fell for was this Super Green Tea as despite the super meh name the box did provide evidence if its superness in comparison to other green teas and the fact it came in plastic shrink-wrap which is always a plus for me. Though another tea was called Sweet Vanilla Nights or something which offered no real selling point in the description based upon it's asking price.