One thing that John and I keep saying we will do in our new relocated life (starting a little more than two weeks from now) is care less about things that simply don't matter. When a car races out of a driveway in front of us just to continue down a winding San Francisco street at ten miles an hour, we'll snarl our displeasure at the driver (probably also on her phone) and then begrudgingly agree: such minor annoyances won't even register once we're serenely ensconced in our low-key desert world. Right, let's see about that.
So it's hard to believe that I won't still be set off by idiotic branding fails like this one, which nags me every time I pass this restaurant in the shopping center across from my suburban office building. "Hashes & Brews" -- why not just "Hash & Brew"? Of course they offer more than one choice of hash and more than one type of beer. But being so literal gets you nothing. "Hash & Brew" not only flows smoothly off the tongue, without all those sibilant "esses" sloshing around, it also ties in with the social component of a commercial gathering place -- where you can "hash over" news and gossip, and "brew" everything from an opinion to a love affair. How is that not better?
Okay, I'll go back to bubble wrapping glassware now.
So it's hard to believe that I won't still be set off by idiotic branding fails like this one, which nags me every time I pass this restaurant in the shopping center across from my suburban office building. "Hashes & Brews" -- why not just "Hash & Brew"? Of course they offer more than one choice of hash and more than one type of beer. But being so literal gets you nothing. "Hash & Brew" not only flows smoothly off the tongue, without all those sibilant "esses" sloshing around, it also ties in with the social component of a commercial gathering place -- where you can "hash over" news and gossip, and "brew" everything from an opinion to a love affair. How is that not better?
Okay, I'll go back to bubble wrapping glassware now.