Marketing Gimmicks Vs Branding Strategy
I don’t often write about Starbucks (because everyone and their brother already does) but I’m going to share a difference of views between John Moore (marketing guy)?and Andy Sernovitz (word of mouth guy).
Starbucks has just come out with in my branding opinion another loser marketing?gimmick. It’s called the Treat Receipt:
If you buy some of their coffee in the morning you can come back after lunch for a $2 treat. My thoughts are this belongs in the trash like their $1 cup of coffee. These types of gimmicks are ruining the Starbucks brand.
John Moore at Brand Autopsy wasn’t too happy (read about it here)?and we all know John as a Starbucks expert of sorts.
On the other hand Andy Sernovitz says:
Guess what happens? Everyone is walking around the office saying “Hey, anyone want a Starbucks coupon?”
See the difference between the way John thinks (big picture) versus the way Andy thinks (gimmicks). I’m with John on this one. Gimmicks can ruin a brand identity and image. Stay focused and true to your brand….always.
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August 9th, 2008 at 10:39 pm
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.
August 10th, 2008 at 8:09 am
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.
August 10th, 2008 at 10:24 am
Exactly Jay, well said. As a branding guy I feel the same way.
September 7th, 2008 at 10:04 pm
[...] Marketing Gimmicks Vs Branding Strategy [...]
September 12th, 2008 at 11:22 am
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.
September 12th, 2008 at 11:34 am
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.