Bodega: Can a name foreshadow the corner store’s undoing?

A new startup based in the San Francisco Bay Area recently launched to a lot of fanfare—but not the kind the company was hoping for. Bodega is an app-driven service that allows users to access an “unmanned pantry box,” a glass-fronted cabinet that houses a variety of staples we expect to find in a corner store (or bodega). The new concept could put many mom-and-pop shops out of business, and some think the company’s name is particularly insensitive. Marc Hershon, senior manager of naming and verbal identity in Landor’s San Francisco office, spoke with Rebecca Corral of KCBS Radio about the brand’s less-than-optimal debut.

Bodega: Can a name foreshadow the corner store’s undoing?

 

This interview was originally broadcast by KCBS Radio (14 September 2017).

© 2017 CBS Broadcasting Inc. Republished with permission.