Let’s put “glow” and “lotion” together to make GLOTION, for a lotion that helps you glow, right?
(A) Ick, mostly because I see the unappealing “glot” in the word; and
(B) You’ve adopted the #shitmanteau but then used “glow lotion” as the generic term for the product, thus hamstringing your ability to argue that this coinage is distinctive.
(C) Say this out loud. It just sounds icky.
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.
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!
So of course there has to be a juice bar, right? Because California, right?
I just can’t decide whether or not this is what I call a shitmanteau (and yes, if you follow me on Twitter you are well aware that I am trying to make #shitmanteau happen) – i.e., a portmanteau that just doesn’t work.
I think I’m going to err on the side of calling this a shitmanteau because the “sej” part of the word is so incongruous to the English language. But your mileage may vary.
Meanwhile, the Summer House restaurant just next door was a superb lunch location and our weekend getaway to sunny southern California was everything we could’ve hoped for – good friends, good food and wine, serious Fitbit mileage, real estate envy, and always, always in the OC (don’t call it that), quoting from Arrested Development.