Jamba Juice has become the nation’s foremost
juice bar chain, and the owners credit its
name for much of the company’s success.
According to customers, this universally
popular name is “fun and colorful,” the very
essence of the brand image the company has
worked so hard to create.
Jamba Juice
Responsible consultants don’t just
acquiesce. They present their case
logically, listen closely and, if need be,
hold their ground. With many divergent
opinions, the investors of The Juice
Club wanted to explore numerous
directions before settling on a new
brand name for their entry into the
national market. Beth argued - against
considerable initial resistance - that the
word "juice" should be an integral part of
the name. And she strongly encouraged
the repetition of the "j" sound to create a
fun, easy-to-remember alliteration.
A good consultant will also cry halt when a group
begins to settle on a bad name. Playing with the
alliteration in a late night meeting, the investors
came up with a name they liked. Unfortunately, it
would have been a public relations nightmare.
Beth immediately e-mailed everyone with the
historical meaning of the word, quickly developed
alternatives, and Jamba Juice was born.
copyright © 2009 - 2010 Beth Brosseau