The super-expensive Starbucks coffee from Costa Rica called "Geisha."

"We have loyal reserve customers who are interested in any opportunity to try something as rare and exquisite as the Geisha varietal," said Starbucks spokeswoman Lisa Passe.

Names, names, names. First of all: Lisa Passe. I love it! The name Lisa peaked hugely in 1960, when it hit #1 for female newborns. It crashed immediately after and almost no one names a baby Lisa anymore. It's passé. So Lisa Passe is a perfect euonym for someone passing off something outmoded.

Second: Geisha. From Costa Rica. Even if the varietal was already called Geisha, Starbucks did not need to adopt that branding. It chose it. Why? You emphasize that it's a particular coffee from Costa Rica, and you brand it with a word associated with Japan. What's worse than the geographic mismatch is the gender. It's a word that connotes a female catering poshly to a male.

Here's the Oxford English Dictionary definition, in full: "A Japanese girl whose profession is to entertain men by dancing and singing; loosely, a Japanese prostitute." Here's a long Wikipedia article about geishas. I'm not fussing over the details of whether geishas are prostitutes or not or how much power and autonomy they maintain today or in bygone eras. I'm just saying: What the hell kind of Starbucks branding is this?

Now, the product must be intended to appeal to women. High-priced items with a strong emotional, mental element creating the worth — they have to be speaking to women. But Geisha is not a word that should inspire females to hand over their money. You should be giving me money. A lot of money.

Does Starbucks assume its customers are if not dumb then free-floating in the present, unconnected to information of a geographical and historical kind? They're not really this dumb...



... are they?

IN THE COMMENTS: rhhardin said:

There's some risk that a Geisha Venti would mean blow job. 

Eric Holder says: "I Stuck by My Guns."

I don't like clichés. George Orwell instructed: "Never use a metaphor, simile, or other figure of speech which you are used to seeing in print."

But Holder has a fresh expression here. The cliché is "stick to your guns" not "stick by my guns." But it's unclear what he's been saying about guns:

The House Oversight and Government Reform committee, which has been investigating the Justice Department’s involvement in a gunrunning operation dubbed “Fast and Furious,” plans to vote June 20 on whether to hold Holder in contempt of Congress for failing to provide more than 100,000 subpoenaed documents pertaining to the botched gun sting.

As part of Fast and Furious, a Justice Department program that began in September 2009, law enforcement knowingly allowed about 2,000 U.S. guns to flow to Mexican drug cartels, with the intent of tracking the weapons and making arrests. However, law enforcement lost track of most of the weapons.

The program was halted in December 2010 after two weapons from the program were found at the murder scene of Border Patrol Agent Brian Terry.

So, come on, Mr. Holder. Say some more things about guns.

By the way, Jimmy Kimmel made a "stick to your guns"/Fast and Furious joke at the White House Correspondents' Dinner in April:

Obama does dog-eating jokes at the White House Correspondents' Association Dinner.

At 1:30, "What's the difference between a hockey mom and a pit bull?... A pit bull is delicious."



More here.