Отрывок из книги
Selected Books by Dave DeWitt
The Pepper Garden
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Since you have to plan ahead, even from the very beginning, you should think about what you might call some value-added products. Does Sunbelt Microfarm’s Pickled Superhot Chiles have a ring to it? Sort of, but if someone’s not already using it, Sunbelt Pickled Superhot Chiles is stronger and better. It is also possible to have an overall company name, and then a different brand name or names for your products. For example, an exhibitor in our National Fiery Foods & Barbecue Show, Apple Canyon Gourmet, has differently named brands because they bought several failing companies and turned them around. They didn’t want to rename the products because they were already branded.
And you want to avoid triteness. Because the Sandia Mountains hover over the city of Albuquerque, there are many, many businesses with the name “Sandia” in them. So many, in fact, it’s become both trite and absurd, once you understand what “sandia” means in Spanish. Near sunset, the low sun in the west causes the west-facing slopes to have a distinct reddish tint that is exactly the color of the flesh of a watermelon, and that’s precisely what “sandia” means. The translation reveals the absurdity of calling your business the “Watermelon Mental Health Clinic.” Likewise for “Watermelon Dog Obedience Club,” or “Watermelon Crust Pizza Company,” which is a pun on the highest point of the Sandias, Sandia Crest. Often, regionalism is confusing and is not a good thing.
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