Q: when is your brand not your brand?
A: When it dons a fake moustache and dark glasses and poses as an independent or boutique outlet.
So the backlash against the large corporate sterile environment moves up a pace today with news that Starbucks has opened three new coffee shops in the US, all unbranded stores and according to Brand republic “redesigned them to resemble independent local cafes.”
Full article here.
The aim of the move is to rid the company of its image of being overpriced but I think it runs the risk of seeming underhand to its customers with this “Glocal” stealth marketing exercise. With so much focus on supporting your local high street and buying from independent stores in many areas of this country, I think the UK would view this as little more than a wolf in sheep’s clothing.
Tags: starbucks, steath marketing
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Comments (6)
July 22nd, 2009 at 12:00 pm Posted by Ged Carroll
I think your take maybe a bit harsh on them, I did have some questions from it though:
What makes up the Starbucks brand, presumably this could also be considered to be going back to their roots and reconnecting with their brand origins as a local Seattle coffee house?
What is driving the change? Is the position of ‘the third space’ no longer relevant, are we craving authentic experiences and Starbucks just filling that need?
We often hear of brands talking about being global but acting local (glocal), is this changing to being global thinking hyper-local?
July 22nd, 2009 at 12:40 pm Posted by Becky McMichael
Hmmmm maybe a little, although I think you’re being a bit naive assuming the move “back to their roots” is for nostalgia purposes…check out their recent losses. This is nothing more than a way to flog more coffee surely? And rightly so. That’s what they do.
I would forget hyper-local, glocal or anything else in this case - this is faux-local in my opinion
July 22nd, 2009 at 12:53 pm Posted by Ged Carroll
No one, apart from the guy who runs the coffee house on Friends surely does this for the love of the punters. And the financial results are not only an end goal but also a diagnostic tool for what is right or wrong with the business.
I think a debate to be continued in our local StarryBs when you are next in!
July 22nd, 2009 at 1:01 pm Posted by Becky McMichael
good plan….mine’s a coffee light frappucino
July 22nd, 2009 at 1:31 pm Posted by Paul Allen
love the faux-local tag!
Starbucks is trying for a ‘non-Starbucks coffee experience’ which i think will do really well…there are enough people that love the coffee (and cakes, mmmmm) but get a bit riled by the sheer ubiquity of StarryBs
And it does all sound quite groovy with live bands and no obvious branding.
Sad thing is that it takes Starbucks to provide a non-Starbucks coffee experience! people say they want local businesses run for local people etc, but when in comes down it maybe we don’t?
July 23rd, 2009 at 8:57 am Posted by Hannah
According to last night’s London Paper, these three stores will also be allowed to sell wine and beer in the bid to become more bohemian. I have to agree with you Becky; StarryB should stick to what it’s good at – Skinny Latte’s and Lemon Poppy seed muffins - and be honest about it.
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