Johnny Cupcakes doesn’t sell actual cupcakes? Blasphemy!
Martin is upset about Johnny Cupcakes (the new t-shirt store on Newbury Street) not selling actual cupcakes:
But in what is either a collosal waste of a good brand name or a genius way to attract and mislead customers, it seems the company has forgotten one important thing — the cupcakes! Instead, Johnny Cupcakes is a clothing company, and all the stuff is shown in bakery-like display cases. To say we were let-down is an understatement. We were disappointed. We felt gypped. Swindled.
And his plans for retribution:
Here’s what I’m hoping: Once word gets out about this sham of a store, the people of Boston will join with me in boycotting this Johnny’s “cupcakes” until he begins to actually sell cupcakes, or until he changes the store’s name. Who’s with me?
If you are as confused and frustrated as Martin here, please allow me to clarify.
Branding is the act of applying a trade name to a product or service. It also refers to developing awareness of the name.
Market awareness is achieved through creative branding. In this day and age, marketers need not explicitly include the nature of their products and services in their brand. This isn’t the 1950’s. Instead, they should choose a name that’s memorable and catchy, and possibly subtley meaningful (like, say… Johnny Cupcakes).
Yes, the store is called Johnny Cupcakes, after the designer’s nickname.
No, they don’t sell cupcakes, instead they make trendy t-shirts with images of cupcakes on them.
Consider this: Newbury Comics, a landmark on Newbury St., mostly sells music and movies. In fact, the comic section has been relegated to the back corner of the store. Do they need to change their name to “Newbury Music and Movies”? Of course not.
If you take a closer look at it, many of the store names on Newbury street have nothing to do with the products or good they are selling.
Clear? good. Now some thoughts about the store:
Personally, I was more disappointed to find the shirt designs rather uninspired for a “cool store”, and the product line a bit thin. But that’s where my disappointment ended.
(I did, however, dig their Red Sox inspired t-shirt, which I ended up picking up.)
Martin also called J.Cupcakes a “misuse of prime real-estate”. We’re talking about a store specializing in overpriced uber-trendy t-shirts. Where else but Newbury Street would you expect to put this? It makes perfect sense.
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Next thing you know he’ll be mad at the cable company for not getting his proper ‘Comcasts’… If they sell cable why don’t they call themselves “The Cable Company” … But then would they have to open a store and lots of different kinds of cables?
I hear you, but I think your Newbury Comics example is a bad one. That store began as a comics store, and later diversified into music and movies, while still keeping the comics and comics-related merchandise. Thus, the Newbury Comics name still fits (at least in my opinion). Johnny Cupcakes can sell all the tshirts he wants, but the fact that he doesn’t also sell cupcakes makes the NC comparison moot.
More importantly, I think you’re overreacting to Martin’s post. I read it more sarcastically. All the guy wanted was a cupcake. Is that so wrong?
Yeah, my “overreactive” response to an “overreactive” post was semi-intentional. We are, after all, talking about serious issues here: cupcake availability and the latest Newbury Street fashion trends.
(Up next: Genocide in Africa, third world hunger, and a thoughtful analysis of the geopolitical climate of the Middle East.)
I went in Johnny Cupcakes with my sister on Saturday and on Sunday - and they were giving out cupcakes with every purchase. Even if you buy a $1. pin(which is a less expensive than a cupcake at a bakery). One of the employees explained to me that they don’t have a food licence & cannot sell actual cupcakes, but they can give them out with any purchase. Johnny’s mom even made the cupcakes! They do this on weekends and on random weekdays… soon enough it wll be every day! Woohoo!
Maybe Martin’s post actually worked?
Johnny Cupcakes is one of my favorite clothing lines. I think that the stores setup although it could be misleading to customers walking by is amazing and a very creative idea. I live in the boston area and i shop there all the time and cupcakes could make it more fun but even without the cupcakes it is an amazing place to shop.
Eh. I think it’s a dinky brand, but I guess if all you’re doing is selling $50 T-shirts (wtf?), all the good branding ideas have already been taken.
I doubt it’ll last long, though. T-shirt fads are notoriously fickle, and I can’t imagine anyone getting enough of a kick out of buying some overpriced clothes stocked in a bakery case to keep going back just for that experience. Though judging by some of the other commenters, I may be wrong.
Remember when your mom picked up the six-pack of colored T-shirts at Ames or Bradlees for like $10? This whole retro thing’s obviously sticking around; when’s someone going to snag that idea and sell cheap t-shirts with drop ceilings and flourescent lighting?
I can’t believe this thread started in early June and the discussion is STILL going on! People really feel strongly about cupcakes, I guess.