Comments on: Four Lessons from Starbucks: A Brand on a Mission

By: Scott Weisbrod

Scott Weisbrod — Fri, 29 Jan 2010 18:28:14 +0000

CV – I left a comment on your blog, but you’re absolutely experiencing the evolution of the Starbucks first-hand. The Starbucks locations in my neighborhood (Atlanta) are starting to catch up too.

Emily – regarding, Schultz: duly noted and updated. Thanks to your eagle eyes!

By: Emily

Emily — Fri, 29 Jan 2010 14:59:11 +0000

This is a great post and I couldn’t agree more, Scott! I worked at the Bux for 2 years and enjoyed it so much that I was inspired to read 3 books about the brand (including Schultz’s biography), join fan clubs, and even visit the original Pike Place store. Ok, maybe I was a bit of a nerd, but I loved my job! So just one comment for you…I believe Charles Schultz is the Peanuts man…Howard Schultz is the CEO of Starbucks

By: What’s going on at my favorite Starbucks?

What’s going on at my favorite Starbucks? — Thu, 28 Jan 2010 19:48:31 +0000

[...] check out Scott Weisbrod’s post:: 4 Lessons fromStarbucks:A Brand on a Mission at Experience Matters [...]

By: CV

CV — Thu, 28 Jan 2010 19:45:20 +0000

Scott, great summary of the key insights from the NYT article–especially when juxtaposed against all the things that Starbucks supposedly did right just a few years earlier.
I’m sure I’m not alone in having a kindof schizophrenic starbucks experience– with dismay at the overall feeling of the chain and its non-specialness, and delight when I discover individual stores that have whatever it is that makes them authentic.
I’ve written a bit about one store in particular, and you might enjoy this post: What’s going on at my favorite Starbucks? [[http://authenticorganizations.com/harquail/2010/01/13/whats-going-on-at-my-favorite-starbucks/ ]] I’d love your take on what I’m seeing.
thanks Scott!
cv

By: Scott Weisbrod

Scott Weisbrod — Thu, 28 Jan 2010 17:15:14 +0000

Celia, what’s great about VIA is that it marks a return to focusing on coffee. To your point, they’ve struck a balance between commodity and luxury with their instant coffee: it’s really good! And, it couldn’t come at a better time given that we’re in a post-recession consumption era.

By: Celia Jones

Celia Jones — Thu, 28 Jan 2010 16:17:39 +0000

Scott I couldn’t agree with you more. Admittedly I was a huge skeptic when I heard that Starbucks announced that they were getting into INSTANT coffee. “A cute name like ‘VIA’ can’t mask the fact that they’re sinking into commoditization and devaluing what was once a brand iconic for mass luxury”…or so I thought.

As much as I tried to discredit the new instant coffee line, I was impressed with what I saw. The packaging feels luxe, the flavor is rich (at least compared to others in the instant category), and the product gives people the same value they once derived from that frothy $5 latte: a little taste of luxury in an otherwise ordinary day.

In addition, Matt Giuste and team have done a great job engaging the community of brand loyalists in the social sphere–with Starbucks now one of the top brands in terms of Facebook fans and Twitter mentions.

All of the changes you outlined above are a great reminder that it’s never too late for a brand (in distress or not) to stop, listen, and determine what it takes to truly deliver value to your customers.

By: Scott Weisbrod

Scott Weisbrod — Thu, 28 Jan 2010 02:11:56 +0000

Deborah – you nailed it. Consumers – especially when it comes to non-essential purchases – are buying an experience, even if it appears, at-a-glance, that they’re exchanging funds for a product or service.

Starbucks has known this all along. They just got distracted. They’re now back on track. And, like windycityexpat, I’m rooting for them too!

By: windycityexpat

windycityexpat — Wed, 27 Jan 2010 22:07:46 +0000

i’ve been a fan of starbucks for a long time now. on a professional level, they’ve always struck me as an interesting case study in the making. on a personal level, i have always loved the experience. even though they are a HUGE organization, i root for starbucks like they’re the little guy. i’m not sure why that’s the case. i guess i just appreciate the brand.

By: deborah loercher

deborah loercher — Wed, 27 Jan 2010 22:04:26 +0000

Great review of the Starbucks story. There are lessons to be learned about offering consumers ‘more’. People seldom buy a ‘product’ they buy an experience and as you pointed out they look for a ‘third place’ that is where Starbucks started and hopefully where they will continue to return to. Great blog!