How brand value comes from answering one simple question
Being curled up on a sofa, sipping a mocha, listening to world music and reading the paper used to be a unique experience reserved for a knowing few. Now it’s everyday, everywhere and open to the masses. It’s no longer just the coffee that’s a commodity but the nature of the service experience too.
Like brands in other categories, Starbucks has struggled to preserve its brand value in the face of commoditisation.
What the brand did over the past few days though was a significant step forward.
Essentially, Starbucks gave coffee away to anyone who asked for it. But this was no sampling exercise. On a historic day in United States history, Starbucks saw an opportunity to mean a lot more than just coffee. They only gave it away to people who had voted, i.e. people who “cared” enough:
“How can we mean more than just [insert product here]…?” is the question that all of the greatest brands have asked and will continue to ask themselves.
More than just soap? More than just running shoes? More than just cola?
And most recently: More than just a Kenyan/American with an awkward name?
They were actually forced to stop this when it turned out that it might infringe on local and state laws – they ended up extending it to everyone.
I think this promotion was quite an obvious thing to do on Election day and Ben & Jerry’s and Krispy Kreme did something similar. The brand rewards were instant, but I wonder if they translate into a long-term halo effect. Ultimately, the journey from commodity to good brand to great brand is a long one that won’t be achieved through gimmicky promotions like this.
Hey Lenise. I agree that one tactical initiative will never guarantee long-term fortunes for a brand. What I meant to say (probably should have been clearer) is that the spirit of it is right, i.e. striving for something a bit higher order.
it’s been awhile that i’ve been into a starbucks. but i did make the visit last week on election day. when i approached the counter, the barista saw my “i voted” sticker on my shirt and gave me a hi-five! right on, she made me feel welcomed and appreciate for the business. got me coffee and went on my merry way. I don’t think i would’ve gotten this type of welcome at McDonald’s. who BTW, are kicking SB’s ass right now in their own game, with the launch of their McCafe concepts.