Adventures in places, brands and place brands

jeremy@jeremyhildreth.com

Cuban origin

People usually tease me when I ask for three sugars in my coffee. “It works better that way,” I insist.

There’s no sweeter coffee than a café Cubano, and although obviously the beans don’t come from Cuba (I bet I could write a separate article on the lure of forbidden provenance), the espressos at the La Carreta kiosk in Miami airport (terminal E, lowest level) are dense, sugary, smooth and sludge- and grit-free.

I ordered two. But I’ll go upstairs to eat after I check in. “Cuban” is mostly a terrible endorsement for food. Main exceptions: the Cuban cafe on Prince Street in NYC (get the Cuban press sandwich), the big La Carreta here in Miami (ropa vieja’s my thing, side of fried plantains), and the La Guarida paladar in Havana itself (which, um, a good friend of mine can tell you about in a few years once the statute of limitations on American travel to Cuba runs out or Helms-Burton is repealed).

1 Comment to Cuban origin

  1. Friday, 28 August 2009 at 20:26 | Permalink

    In general, when I’m drinking coffee I’m not looking for a sugary drink. I might as well go for a hot chocolate at that point.

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Where are you from?

And for a brand, or for a place itself, what does that mean emotionally and commercially?

In the contexts of image, identity and marketing, dealing with these questions superbly is crucial in today's globalized, short-attention-span world.

Jeremy Hildreth, an adviser to companies, tourist departments and investment bureaus, aims to inspire and enlighten those who deal professionally with provenance and place of origin.

This website, then, is about brands *from* places (MADE IN X) and the brands *of* places (COME TO Y, OPEN AN OFFICE IN Z) -- and helping you understand and make the most of all that.

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