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I like food in general, but ice cream is it’s own special category of wonderful. Once I even went on an “ice cream diet” with a friend. We ate ice-cream for lunch one day; a tub of Ben & Jerry’s each. Don’t judge. Who among us has never finished a carton of ice cream? Ben & Jerry’s containers aren’t that large, by the way.

This morning said friend shared an article announcing a new kind of ice cream in Israel. An investment group has decided to sponsor an Israeli ice cream brand to stimulate competition with imported ice creams. The low-fat ice cream recipe was invented by an Israeli chef from the Galilee working with a gastronomer, using local goat milk.

I look forward to tasting their new flavors, although punctuation in the article caused a bit of confusion in regard to what these flavors actually are. The article says there are “four pretty ordinary flavors: Chocolate, vanilla and coconut, coffee and melon”. Since these are only three flavors, and I assume coffee and melon flavored ice cream is not so ordinary, I postulate that what the author intended was “Chocolate, vanilla and coconut, coffee, and melon”. But I digress…

As excited as I am by the new ice cream and the “coffee and melon” flavor and the idea of an Israeli brand using local products, the concept of the brand weirds me out a bit. The brand has no name. Is not having a brand the new branding? What does that even mean? How can you market a brand with no name?

They are packaging their ice cream with a picture of a scoop of ice cream on the lid, in the hopes that they will become known as “the ice cream with the moon on the package” because the scoop looks kind of like a moon. It’s unclear why they think people will call it a moon instead of an ice cream scoop.

I’m no marketing expert, but as a consumer I’d probably call them “the brand that lacks any vision or creativity so they couldn’t come up with a name” or “tbtlavocstccuwan” for short. Their concept is to not have a concept. That just seems lazy to me. In addition to being an utterly (no pun intended) lame branding tactic, it also limits them from ever doing anything with their brand that doesn’t involve a picture of a lunar-esque ice cream scoop. If Ben and Jerry ever wanted to do something else, like produce sandwiches, for example, they would be able to use their brand name. Tbtlavocstccuwan, on the other hand, has limited themselves to tubs of ice cream. Perhaps they could expand to¬†popsicles if they really wanted to spread their wings.

I am excited to try this brand-less ice cream, but I hope they do themselves a favor and come up with a name. My instinct tells me to go for chocolate since that’s generally the best flavor, but I’m also considering vanilla and coconut since I think those will combine nicely with the goat milk. What do you think?


Last week my dad mentioned that it’s been a while since I last posted on my blog and my readers at home were asking about me. It’s true I haven’t written in a while, and so much has happened in that time. I got a job, which I love even though it’s over an hour and a half commute each way. Then there was passover. Our small apartment was crammed full of guests, just as we like it. My mom came, which was an absolute pleasure. I have a new little baby niece. She’s a super cutey and I can’t stop making her headbands and looking at pictures my sister sends. These aren’t really excuses for not blogging, but I just wanted you to know that I didn’t forget about you, I’ve just been fantastically busy, fortunately only with good things.

I quickly adjusted to the workload at work, but the commute really takes a lot out of me. By the time I get home I’m drained of all energy and creativity. Last week I finally got a smart phone. I was perfectly content with my semi-intelligent phone, but with my daily phone calls throughout my lengthy commute my husband was becoming less content with our phone bill. Our service provider also noticed the change and called to offer us a better plan (that happened to come with a better phone).
I was never one of those people who must check her email every spare second. In fact, I’m the kind of person who often avoids checking email for up to a week, so I’m not really sure what to do with a smart phone. I got some advice from friends, but I’m still exploring all the features and options and apps my new, shiny, brilliant phone offers me. It didn’t take me long to discover the wordpress app. Now I can write while I’m on the bus to/from the office. So as I sit in the terrible traffic in Jerusalem I can share my thoughts with my family, friends and online community. This is still new and exciting and I’m still figuring it out, but hopefully I’ll be able to write more frequently (and play lots of Angry Birds).

June 2011
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