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BrainCandy 110: Starbucks needs to cut the crap from its positioning
Who hasn't experienced it? Your brand should stand for great
ideals, while your customers just want a good product. The attached article uses the example of Starbucks to show impressively how even successful companies can fall into the “moral trap”.
Mark Ritson, a former marketing professor, provides a
razor-sharp analysis of why Starbucks' lofty brand mission misses the mark when it comes to customers. In his experience, coffee comes first, then morals.
The insights are relevant, especially in times when
many companies are struggling with the balance between purpose and product promise.
14 minutes of listening time, which are guaranteed to be
worthwhile.
Show notes: https://en.ka-brandresearch.com/wp-content/uploads/sites/2/BrainCandy-110_Starbucks-needs-to-cut-the-crap-from-its-brand-positioning.pdf
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By Ralph Uwe OhnemusWho hasn't experienced it? Your brand should stand for great
ideals, while your customers just want a good product. The attached article uses the example of Starbucks to show impressively how even successful companies can fall into the “moral trap”.
Mark Ritson, a former marketing professor, provides a
razor-sharp analysis of why Starbucks' lofty brand mission misses the mark when it comes to customers. In his experience, coffee comes first, then morals.
The insights are relevant, especially in times when
many companies are struggling with the balance between purpose and product promise.
14 minutes of listening time, which are guaranteed to be
worthwhile.
Show notes: https://en.ka-brandresearch.com/wp-content/uploads/sites/2/BrainCandy-110_Starbucks-needs-to-cut-the-crap-from-its-brand-positioning.pdf