N(o/a)mes & Slogans.

Chocolate do Careca.
Originally uploaded by Andreas Toscano.

Pra fazer sucesso em NY, voce tem que ser diferente. Qualquer coisa que tenha um diferencial (por mais tosco que seja), vale mais. No caso dos produtos, isso significa maior volume de vendas e, no caso dos estabelecimentos, filas na porta ou precos mais altos.
A solucao para muitos produtos/lugares "commodities" eh criar um nome ou slogan que dificilmente possa ser imitado. Vou apenas citar os exemplos (ja traduzidos) porque acho que esse assunto eh meio auto-explicativo. E acho que voce vai rir tanto quanto eu quando caminho por Nova Iorque.
Um exemplo de nome para restaurante eh o "Gostoso O Suficiente Para Comer" (Good Enough To Eat). Nao sei de onde veio a ideia, mas acho que voce vai concordar que isso seria nivelar por baixo a comida, nao? Eles pensaram: "Acho que se oferecermos algo que eh gostoso o suficiente para ser comido as pessoas deixarao de comer plastico, nao?"
Jah no quesito slogans, a chocolateria Max Brenner vence: "Chocolate Feito Pelo Careca" (Chocolate By The Bald Man). Acho dificil imaginar quantas pessoas acham chocolate mais apetitoso pelo fato de ter sido feito por um careca. A nao ser no quesito higiene, claro. Dificilmente voce vai encontrar cabelo no seu chocolate, ne?
Entre os nomes de produto, nenhum bate o "Nao Acredito Que Isso Nao Eh Manteiga!" (I Can't Believe It's Not Butter!). Eh um substituto para manteiga, mais saudavel, mas aparente tao parecido com o produto original que nem o pessoal do departamento de marketing acreditou. Parece aqueles nomes do Brasil que o escrivao coloca a primeira coisa que ouve dos pais na hora do registro.
Dos slogans, fico com o do cha Tazo: "A Reencarnacao Do Cha" (The Reincarnation Of Tea). A ideia de que o cha morreu pra mim jah eh hilaria o suficiente. Acho que nem preciso entrar nos detalhes metafisicos da questao.

E por ai vai...

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To be successful in NY, you have to be different. Anything that has a differential (no matter how ridiculous it is), is worth more. For products, that means bigger sales volume and, for establishments, bigger lines at the door and higher prices.
The solution for most usual products/places is to create a name or a slogan that will hardly be imitated. I'll just mention some examples because this subject is pretty much self explanatory. And I believe you'll laugh as much as I do when walking around in New York.
An example for names of places has to be "Good Enough To Eat". I don't know where the idea came from, but I think you'll agree with me that this sets the bar really low for food standards, right? They must have thought: "I believe that if we offer people something that's good enough to eat, they definitely stop eating plastic, don't you?"
Moving to slogans, Max Brenner's chocolate shop deserve the award: Chocolate By The Bald Man. I find it hard to believe that people would think his chocolate is better because it's made by a bald man. Except when you talk about hygiene, of course. I mean, you probably won't find any hair in your chocolate, right?
Among product names, none is whackier than "I Can't Believe It's Not Butter". It's a butter substitute, healthier than butter, and (apparently) it's so close to its generator that not even the marketing department could believe. It looks like some names in Brazil, where the notary public just writes down anything the parents blurt out when he's writing.
From product slogans, I'll take Tazo tea's as the best: "The Reincarnation Of Tea". The very idea of dead tea is hilarious enough. I don't think I'll have to talk about the whole metaphysics of this matter.

And so on...