Sunday, October 5, 2014

Creative Re-branding

The longer I work my business, the more I realize the importance of what to say -- or more precisely, how to say it. It turns out that the way that something is presented to someone can truly influence how they feel about it. Case it point: dinner with two sorta picky eaters...

We have recently discovered that they LOVE edamame. If you're saying, "eda-what?" I'm right there with you. I thought that this was just some creative re-branding for "lima beans," which is what these babies seem to resemble quite closely. Then I wondered why they taste different from the way I remembered. (And that was not fondly, in case you're wondering.) Why would my kids LOVE something that I hated as a kid?

A quick web search had me realizing that edamame is an entirely different bean: soy. The weird thing is that the kids aren't normally big bean eaters, but they really, really LOVE them some edamame -- or "eda-beans!" as they shriek excitedly when they see these on the table. (No, really, you can't make this stuff up. My kids go nuts for baby soy beans.)

{Edamame: It's What's for Dinner!}

My point? If I called these what they are -- immature soy beans -- my children would almost certainly turn up their noses and refuse to eat them. Admittedly, even I find that a bit gross-sounding. But when we call them "edamame" it sounds just exciting enough to be something that even the tiniest of food critics can get enthused about, without being over-the-top exotic and foreign (a.ka. "too weird to eat").

Translation: little people willingly devour second and third helpings of this stuff. Go, Mommy (and Daddy, because he was the one who nuked this particular bag 'o beans.) Creative re-branding = parenting win! Hats off to you, soybean marketing folks of the world.

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