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asked Tim Guen, senior brand manager at Irving. “That’s a marketer’s dream, to start with an empty vessel and warez imbue it with meaning.” We were hoping that the one-word presentation of Bluecanoe was a typo and the actual name would at least be Blue Canoe, but no such luck. Since the logo treats the two words with different colors to distinguish them, warez however, let’s consider the two words separately, in which case the name actually does have meaning. It’s very Canadian, evokes a lake warez somewhere, and it rhymes internally, something that has helped make 7-11 memorable. In its sector, Blue Canoe is instantly memorable and leaves competing gas station convenience store names like Speedy Mart, Quick Stop and Kwik Shop in the dust. Is the name too dot-bomb-y? It would be if Blue Canoe was an Internet based business, but this is different headspace. It’s important to remember that consumers compartmentalize these things, only processing the names in context.
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