The Mind of TCHO

Starbucks. This article contains a lot of blah blah, but it also has this quote:

Seth Godin, author of numerous marketing books including Permission Marketing and Survival Is Not Enough, attributes creative packaging and messaging to Tazo’s success. “I think the very best brands start with no meaning,” says Godin. “Starbucks and Nike and Apple are far more powerful than American Airlines or AuctionDrop. The brilliant branding happened for Tazo with the packaging. The text, the type, the colors, they all tell a story. Words like Tazo have no real meaning. Instead, they have color and shape and a hint of atmosphere that consumers are drawn to.”