· by James Archer  · 2 min read

The Häagen-Dazs conundrum

Is the Häagen-Dazs brand fundamentally inauthentic? The name “Häagen-Dazs” doesn’t actually mean anything. It’s not an ancient Danish city or the name of two Swiss ice cream masters or anything of the sort. The name was made up by Jewish-Polish immigrant Reuben Mattus, who sat at his kitchen table i…

Is the Häagen-Dazs brand fundamentally inauthentic?

The name “Häagen-Dazs” doesn’t actually mean anything. It’s not an ancient Danish city or the name of two Swiss ice cream masters or anything of the sort. The name was made up by Jewish-Polish immigrant Reuben Mattus, who sat at his kitchen table in the Bronx for hours, mumbling nonsense words, trying to name the ice cream shop he and his wife Rose would open in 1976.

Early packaging included a map of Denmark and mentioned Copenhagen by name, conjuring a very specific and intriguing experience for ice cream customers despite there being no actual Scandinavian connection.

The concept of authenticity is critical to contemporary branding, but brands like Häagen-Dazs bring up an interesting question: what exactly does “authenticity” mean?

Mattus was trying to create a unique experience for his customers, and he liked the idea of a Scandinavian-themed ice cream brand. Given the response the public had to the brand, his instincts were obviously right.

Was Mattus being deceptive with his brand naming choice? Should he have given it some Jewish-Polish-Bronx name instead? Or was he being genuine and true to his vision, cleverly crafting the brand experience he wanted to create with the cultural building blocks at his disposal?

It’s hard to draw clear lines on the issue of authenticity in marketing, but I personally side with Mattus on this one. The origin of the product doesn’t actually matter. It’s a great product, and the ingeniously well-crafted name adds an enjoyable layer to the brand experience that takes it beyond the product itself.

    I'm James Archer.This is Why Firms Hire Me.

    3 Decades in Marketing 20+ Years in the C-Suite Hundreds of Firms Advised

    For nearly three decades, I’ve focused on marketing strategy and business growth. My journey was forged in the real world:

    • I’ve held C-level positions for 20+ years, so I understand the pressures you’re facing.
    • I ran a successful marketing agency for 12 years, so I know the service business grind intimately.
    • I’ve helped hundreds of businesses achieve strategic clarity, from startups to Fortune 500s, so I have deep experience doing exactly this work.
    • My work has been featured in major media outlets, including NPR, The New York Times, Inc. Magazine, Fast Company, and Entrepreneur.
    • I’ve delivered over 100 speaking engagements and written countless articles on what actually drives business success.
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