Macaron & Creation
The macaron is a Paris specialty. This little round pastry, crisp on the outside and chewy on the inside, received its title of nobility thanks to Pierre Desfontaines, grandson of Ladurée, to whom we owe the most famous salon de thé in Paris. Those who have visited Quensis are bound to know Ladurée: we are neighbors and regularly pay homage to their macarons.
Today’s big news is that Pierre Hermé, the “Picasso of Pastry” (Vogue Magazine), just opened a shop on Rue Cambon just 50 yards from us. Joy of joys! His macarons are divine…You taste one, you close your eyes and… you die and go to heaven!
So what’s the connection between Pierre Hermé and name creation?
First: We love Pierre Hermé’s creations, his unexpected macaron flavors (vanilla and olive oil), his extraordinary cakes that magnify textures, flavors and aromas, entrancing the palate. Second, because “pastry is an art based on mastering techniques and exercising a fine sensibility”, explains Pierre Hermé.
Isn’t the same true for brand name creation?
The techniques mastere dare those related to linguistics and linguistic engineering, computer processing and legal filters tomake brainstorming sessions and the creative process more productive, and to verify names in real time. A fine sensibility is what the consultant has who defines the naming strategy, chooses the creative direction and sculpts words like one sculpts… a finepastry.
The rest is a question of taste: Americans like names with meaning, the English like quirky names, the French, clever neologisms. As for macarons, some like raspberry or vanilla; others must have chocolate!
