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The company will spend an enormous amount of money (it won’t say how much) infusing the word with the meaning that Irving advanced wants consumers to take from it. “Before Starbucks became all about gourmet coffee, what did it mean? Before Amazon was an online retailer, what did it mean?” asked Tim Guen, senior brand manager at Irving. advanced “That’s a marketer’s dream, to start with an empty vessel and imbue it with meaning.” We were hoping advanced 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, however, let’s consider the two words separately, in which case the name actually does have meaning. It’s very Canadian, evokes a lake somewhere, and it rhymes internally, something that has helped make 7-11 memorable.
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