{"id":4669,"date":"2025-04-29T10:37:40","date_gmt":"2025-04-29T08:37:40","guid":{"rendered":"https:\/\/www.virdex.it\/2025\/04\/29\/iceberg-branding\/"},"modified":"2025-04-29T10:37:40","modified_gmt":"2025-04-29T08:37:40","slug":"iceberg-branding","status":"publish","type":"post","link":"https:\/\/www.virdex.it\/en\/2025\/04\/29\/iceberg-branding\/","title":{"rendered":"Iceberg Branding"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text text_larger=&#8221;no&#8221;][\/vc_column_text][vc_column_text text_larger=&#8221;no&#8221;]&#8221;<em>Branding<\/em>&#8221; works in inscrutable ways&#8230;<\/p>\n<p>&#8220;<em>Crisphead<\/em>&#8221; lettuce, for instance.<\/p>\n<p>Named thus by the company that selected it already towards the end of the 19th century (&#8220;<a href=\"https:\/\/www.burpee.com\/\">Burpee Seeds and Plants<\/a>&#8220;), presumably because they wanted to communicate to the customer the strong point of this innovative cultivar: the crunchiness of its leaves.<\/p>\n<p>But, as we were saying, it is often the consumers who decide which way marketing goes.<\/p>\n<p>The crisphead was particularly sensitive to heat. That&#8217;s why it had to travel in containers full of ice.<\/p>\n<p>When they arrived at their destination, the ice had almost all melted.<br \/>\nThe recipient found these heads of lettuce floating in freezing water.<\/p>\n<p>As if they were <strong>Icebergs<\/strong>.<\/p>\n<p>A less evocative name, isn&#8217;t it?.<br \/>\nHowever, a name that has made such an impact on the public that, 100 years later, few people go to the grocer and ask for a bag of &#8220;crisphead&#8221;.<\/p>\n<p>Anyway, if you&#8217;d like to know more about the content or copywriting services I offer for companies in the catering and\/or hospitality sector, give me <a href=\"https:\/\/www.virdex.it\/contatti\/?lang=en\"><strong>a shout<\/strong><\/a>![\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text text_larger=&#8221;no&#8221;][\/vc_column_text][vc_column_text text_larger=&#8221;no&#8221;]&#8221;Branding&#8221; works in inscrutable ways&#8230; &#8220;Crisphead&#8221; lettuce, for instance. Named thus by the company that selected it already<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-4669","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.virdex.it\/en\/wp-json\/wp\/v2\/posts\/4669","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.virdex.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.virdex.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.virdex.it\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.virdex.it\/en\/wp-json\/wp\/v2\/comments?post=4669"}],"version-history":[{"count":0,"href":"https:\/\/www.virdex.it\/en\/wp-json\/wp\/v2\/posts\/4669\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.virdex.it\/en\/wp-json\/wp\/v2\/media?parent=4669"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.virdex.it\/en\/wp-json\/wp\/v2\/categories?post=4669"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.virdex.it\/en\/wp-json\/wp\/v2\/tags?post=4669"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}