Comparison beer shopping

I love when I can capture a lesson in trademark distinctiveness in one photo:

On top, you have OMISSION beer. Oh, what a superb name. Authoritative and succinct – and suggestive of the fact that something is missing, though the mark itself doesn’t say exactly what. Instead, it leaves that task to the little box on the upper right-hand corner of the cardboard case: “Crafted to remove gluten.” There we go – now the consumer is aware of a factor vital to its purchase decision.

And then below OMISSION, we have GLÜTINY. Where to begin? Well, I cannot ignore the pointless metal umlaut  (aka röck döts!) that they’ve stuck over the U. Maybe, along with the skull-and-wrenchbones logo, they’re trying to destigmatize gluten-free beer to indicate that metalheads can drink this too? Oy. Then there’s the strange term “GLÜTINY” itself; assuming it’s a homophone for gluten-y, doesn’t that mean it’s gluten-filled or glutinous or gluten-rich? And wouldn’t that then not make any sense whatsoever for a beer that has been “Crafted to remove gluten”? Or wait – is it supposed to rhyme with “mutiny”? Yes, according to the New Belgium website. (And if it’s a gluten mutiny, I see we have yet another #shitmanteau on our hands!) But I still think that if you have what is essentially the word “gluten” in the name of a gluten-free/reduced beer, you are confusing the consumer as to what the product actually contains … as well as whiffing at the opportunity to create a good and distinctive mark.

Shitmanteaux in Toyland

Spotted in the toy aisle at Target:

It’s very hard to pronounce the T in EnchanTimals (and I can’t figure out why it’s capitalized) – so if you do attempt to utter the word without emphasizing the T, you sound like you’re three sheets to the wind. But I’m confused as well: if this #Shitmanteau means “enchanted animals,” which is which, the girl or the fox? I’m so glad my girls are past the age where this would appeal!