There are some cultures and, even more so, organizations that feel this compelling need to demonstrate their uniqueness and originality through names and imagery.
Examples abound. Starbucks came late to bringing espresso coffee to the mass market. Yet, hardly pioneers in global terms but the rest is history. Yet espresso and its milky variants exist worldwide, and in many countries, the drink’s name is universal. A cappuccino is just that, a simple delight – standard size, a shot of espresso, a bit of milk, and topped with some bubbly goodness. It’s a universal language of coffee. Enter Starbucks, with variations of differing sizes, more milk than coffee, and whipped cream. It is not a cappuccino or coffee but rather a coffee-flavored milk drink.
Can we not rather be respectful of decades or century-old traditions and instead dedicate our attention to that which matters? The question is not one of coffee, but rather, where do we focus and express originality and care? Or we can instead opt to provide fodder to many a comedian and jokester.
Most of all, if they do choose to change it and defiantly stick with their false reality of what is meant to be, why would we permit it to alter our perceptions and our karma for something so immaterial? Don’t let it ruin your day, and it’s only a name.
Paul Rudd in Venti
