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You dance with who brought you - Starbucks getting back to coffee basics.February 6th, 2008 by Bud Hanson A recent AP story out of Seattle ran in the business section titled “Starbucks brewing up plan to bring back the romance”. I’ve always said good marketing strives to build long term relationships not a lustful few dates. At the center of those relationship lies consumer passion. Over the last few years it seems that Starbucks thought its girl was becoming less attractive as competition grew. Maybe a face lift, more make-up, a new opening line. All superficial changes that may have proven unnecessary and not really desired by consumers. Numbers always looked good because of rapid expansion of new stores. But a scratch beneath surface showed that its stock has slid more than 50% since 2006 and its most recent quarterly profits rose by a mere 2%. Heads have rolled with the firing of CEO Jim Donald putting Howard Schultz firmly back in the driver’s seat. Blame it on greedy revenue growth tactics, conflicting consumer messages or poor leadership Starbuck’s is taking time out to look backward and re-instill the core brand values and consumer experiences the brand was originally built upon . As I see it, here’s what apparently isn’t working:·
Give the brand back to the passionate consumers. To quote Howard Schultz, “We are not just selling coffee…we are selling a coffee drinking experience”. Anything that detracts from that pure and simple premise is diluting the brand experience and making it less appealing to its loyal consumer base. Don’t be so concerned with the McDonald’s and Dunkin Donuts of the world. They are ones trying to morph their brands into coffee shops from hamburger and donut shops. Be authentic and true to your vision and consumers will reward you with passion and loyalty. Posted in community, experience at retail | Care to comment?
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