Comments on: Marketing Gimmicks Vs Branding Strategy http://www.brandidentityguru.com/wordpress/2008/08/09/marketing-gimmicks-vs-branding-strategy/ Branding Opinions From Our Fearless Leader - Scott White Tue, 03 Jan 2012 05:40:07 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: BIG Kahuna http://www.brandidentityguru.com/wordpress/2008/08/09/marketing-gimmicks-vs-branding-strategy/comment-page-1/#comment-3395 BIG Kahuna Fri, 12 Sep 2008 15:34:00 +0000 http://www.brandidentityguru.com/wordpress/?p=826#comment-3395 Hey David, Starbucks is NOT a price sensitive brand. But rather than go into a long winded explanation just click here: http://brandautopsy.typepad.com/brandautopsy/2008/08/two-buck-bucks.html As far as "taking a shot at Andy", you've got that wrong. I don't know Andy, never met him. I find his recomendations to be gimmicky and hurtful to brand development, but that's just my opinion. Hey David,

Starbucks is NOT a price sensitive brand. But rather than go into a long winded explanation just click here:

http://brandautopsy.typepad.com/brandautopsy/2008/08/two-buck-bucks.html

As far as “taking a shot at Andy”, you’ve got that wrong. I don’t know Andy, never met him. I find his recomendations to be gimmicky and hurtful to brand development, but that’s just my opinion.

]]> By: David http://www.brandidentityguru.com/wordpress/2008/08/09/marketing-gimmicks-vs-branding-strategy/comment-page-1/#comment-3393 David Fri, 12 Sep 2008 15:22:38 +0000 http://www.brandidentityguru.com/wordpress/?p=826#comment-3393 What about offering a discount to a regular, return customer violates the Starbucks brand? Their brand experience is all about consistency and a focus on the regular customer. They want customers to feel like regulars, and anyone who ever was a regular at a real coffee shop knows that towards the end of the day the barrista starts discounting or giving away bakery items that otherwise probably would not sell at all. So they are staying in brand and mimicking a typical coffee shop practice. Maybe you've never been in a real coffee shop, or maybe you were just looking for an opportunity to take another shot at Sernovits. Sometimes you guys really get lost in the branding cocoon/echo chamber. What about offering a discount to a regular, return customer violates the Starbucks brand? Their brand experience is all about consistency and a focus on the regular customer. They want customers to feel like regulars, and anyone who ever was a regular at a real coffee shop knows that towards the end of the day the barrista starts discounting or giving away bakery items that otherwise probably would not sell at all. So they are staying in brand and mimicking a typical coffee shop practice.

Maybe you’ve never been in a real coffee shop, or maybe you were just looking for an opportunity to take another shot at Sernovits.

Sometimes you guys really get lost in the branding cocoon/echo chamber.

]]> By: Branding Blog Branding Company Corporate Internet Brand Image Strategy http://www.brandidentityguru.com/wordpress/2008/08/09/marketing-gimmicks-vs-branding-strategy/comment-page-1/#comment-3332 Branding Blog Branding Company Corporate Internet Brand Image Strategy Mon, 08 Sep 2008 02:04:32 +0000 http://www.brandidentityguru.com/wordpress/?p=826#comment-3332 [...] Marketing Gimmicks Vs Branding Strategy [...] [...] Marketing Gimmicks Vs Branding Strategy [...]

]]> By: BIG Kahuna http://www.brandidentityguru.com/wordpress/2008/08/09/marketing-gimmicks-vs-branding-strategy/comment-page-1/#comment-2856 BIG Kahuna Sun, 10 Aug 2008 14:24:41 +0000 http://www.brandidentityguru.com/wordpress/?p=826#comment-2856 Exactly Jay, well said. As a branding guy I feel the same way. Exactly Jay, well said. As a branding guy I feel the same way.

]]> By: Jay Ehret http://www.brandidentityguru.com/wordpress/2008/08/09/marketing-gimmicks-vs-branding-strategy/comment-page-1/#comment-2855 Jay Ehret Sun, 10 Aug 2008 12:09:26 +0000 http://www.brandidentityguru.com/wordpress/?p=826#comment-2855 The thing is that both John & Andy are right. John Moore's view is that this gimmick waters down the Starbucks experience and thus the Starbucks Brand. Andy Sernovitz's view is that it get's people talking about Starbucks. Andy likes that because he likes word of mouth Unfortunately the gimmick gets people talking in a way that reinforces John's point. The thing is that both John & Andy are right. John Moore’s view is that this gimmick waters down the Starbucks experience and thus the Starbucks Brand. Andy Sernovitz’s view is that it get’s people talking about Starbucks. Andy likes that because he likes word of mouth Unfortunately the gimmick gets people talking in a way that reinforces John’s point.

]]> By: Patrick http://www.brandidentityguru.com/wordpress/2008/08/09/marketing-gimmicks-vs-branding-strategy/comment-page-1/#comment-2852 Patrick Sun, 10 Aug 2008 02:39:26 +0000 http://www.brandidentityguru.com/wordpress/?p=826#comment-2852 I agree. I got the promo e-mail and I didn't want to have to go to the trouble to not only make a forced trip to Starbucks the first time that day but also have to go to the trouble to return later in the day. I agree. I got the promo e-mail and I didn’t want to have to go to the trouble to not only make a forced trip to Starbucks the first time that day but also have to go to the trouble to return later in the day.

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