I love ice cream. I have wonderful memories of my parents packing up the Johnson family to take summer evening trips to Baskin Robbins.

Recently Baskin Robbins (or “BR” as papa Dwight used to call it) underwent a process of rebranding. I think the new brand is great. It is more fun and playful, focuses on “BR” (Dwight would be proud), and has a very unique way of displaying the famous “31″ through the BR letters.

My only beef with BR, is that the 31 doesn’t really mean anything anymore. Originally the concept was that they offered a different flavor each day of the month. I love that concept. Now they have over 1,000 different varieties of ice cream, and though I see how that looks impressive, it leaves me remembering nothing.

I wish they would really play up the “flavor of the day” at least to give me a reason to come back tomorrow. When it never changes and I can always get the same flavors, I have nothing compelling that will make me consistently come back.

Don’t worry BR, I still love you. I’m just saying a little focus on what made you great in the first place would give you more room in my heart.

This entry was posted on Wednesday, April 30th, 2008 at 8:00 am and is filed under Random. You can follow any responses to this entry through the feed. You can leave a response, or trackback from your own site.