Names Matter

I got tired of recycling my stacks of paper coffee cups so I got myself a reusable JOCO coffee cup which I love and so do the baristas. But they all keep referring to it as a KeepCup despite my repeated corrections.

Both brands are from Australia, and while KeepCup has been at it longer, they both were around when the eco-friendly cup trend started picking up. I confirmed this by asking the baristas when and where they first heard of a KeepCup.

The reason KeepCup is more memorable is it incorporates the job the product was hired to do. JOCO on the other hand is just a name that probably only means something to the founders.

More the reason to defer the naming of our products until we have a clear job in mind worth naming it for…