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Old 07-28-2013, 08:48 PM
 
1,242 posts, read 1,873,170 times
Reputation: 1291

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Alterra Coffee brewing up a new name: Colectivo

Quote:
Alterra Coffee is changing its name to Colectivo Coffee starting Monday.

The company's top managers announced the rebranding at a company-wide mandatory staff meeting at the Pabst Theater Sunday night.

Alterra Coffee Roasters Inc.'s co-founders and owners, Ward and Lincoln Fowler and Paul Miller, said nothing would change except the Colectivo name, which will appear on all cafes and products.
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Old 07-28-2013, 09:02 PM
 
Location: Bay View, Milwaukee
2,071 posts, read 4,003,253 times
Reputation: 2482
It's going to be awkward saying "Colectivo on the Lake" instead of "Alterra on the Lake."
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Old 07-28-2013, 09:54 PM
 
Location: Mequon, WI
7,678 posts, read 18,909,463 times
Reputation: 4159
Horrible idea followed up by horrible name.
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Old 07-28-2013, 10:00 PM
 
156 posts, read 266,886 times
Reputation: 86
Almost as bad as PM Bedroom Gallery changing to Penny Mustard
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Old 07-29-2013, 12:22 PM
 
Location: Riverwest, MKE
280 posts, read 548,846 times
Reputation: 261
People are making a much bigger deal of this than it is... in 6 months, we'll barely remember that it used to be called Alterra.
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Old 07-29-2013, 12:35 PM
 
Location: OC/LA
3,831 posts, read 3,494,015 times
Reputation: 2214
Too many syllables and does not roll off the tongue well at all. Awful name. I'll be interested to see how people in Milwaukee pronounce it.
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Old 07-29-2013, 01:49 PM
 
Location: Milwaukee
1,314 posts, read 1,644,869 times
Reputation: 946
It's a bad name for sure. But I doubt it affects business that much, if at all.
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Old 07-29-2013, 03:34 PM
 
Location: FLG/PHX/MKE
7,289 posts, read 12,876,040 times
Reputation: 11529
My guess is, the domain "colectivocoffee.com" was still available, which probably trumped having to set up some ridiculously long .org domain for one of the most certainly better alternatives that they came up with.

But having said that, if they wanted to name it after a bus, what's wrong with our local bus system? Couldn't they have named it "Milwaukee County Transit System Coffee?" Oh wait, I guess that doesn't really sound that good after all... and MCTS doesn't allow chickens to ride either.
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Old 07-29-2013, 04:44 PM
 
Location: Mequon, WI
7,678 posts, read 18,909,463 times
Reputation: 4159
Quote:
Originally Posted by Devitron5000 View Post
People are making a much bigger deal of this than it is... in 6 months, we'll barely remember that it used to be called Alterra.
There is a reason why Mars paid so much for the name and just the name.
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Old 07-29-2013, 06:29 PM
 
Location: Wisconsin
2,537 posts, read 2,200,290 times
Reputation: 2388
I read the article & the statement on the colectivo website, but I'm still confused.

Is Mars using the Alterra coffee recipe as well? Or are they just using the Alterra name & then producing their own coffee?
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