Love them or hate them, Starbucks has this branding thing down cold.
Don’t believe me? Just look at the corner of the block you live on, or that other corner down the street. Odds are you’ll find at least one, maybe seven Starbucks between here and there.
How has Starbucks done what they’ve done? It’s simple. They’ve created an experience for their customers. Going to Starbucks is more about the experience than it is about the coffee. It’s the bona-fide “third place” of people everywhere – a place we bring our Macbook’s and Moleskine’s to do work, a place to meet with clients, a hang-out to visit with friends. All while sipping our Double Nonfat Vanilla Latte’s.
Starbucks offers a product, but has tapped into the reasons why we go to the coffee shop and has harnessed those experiences in every sip. It’s all a part of their brand and it’s very, very well done.
Today Starbucks announced the triumphant return of the “Red Cup”. I probably don’t need to explain to any of you what that means – in fact many of you are probably holding one right now – but for those of you who have been under a rock for the past 10 years – the “Red Cup” is a symbol for holiday cheer. On the surface it signifies the return of their holiday drinks (I’ll be picking up a Gingerbread Latte later today) – but more importantly, it’s an experience. A little red paper cup invokes emotion that makes people think of the holidays, spending time with family, sitting by the fire, putting up the Christmas tree…
The “Red Cup” has become an icon – almost to the point that the holidays seem lost without it.
As you think about your own brand and your own marketing – think about the emotions you want your customers and clients to feel with every transaction. Think about how you can create a “Red Cup” experience.
(Image c/o Mr. Alipio)
JOIN THE DISCUSSION
i might be the worst version of branding that exists so my opinion is only as valuable as every other passionate “expert” in the webbersphere (joking tone).
but I guess I want to start off suggesting that I think we have been told that Starbucks created an experience rather than coffee, but I’m not sure that rings true today. Let’s stick to the red cup for a moment and say, “yes. this is a wonderful branding technique.” Personally I don’t go to Starbucks because I’ve never seen it as a personal experience. But when the Holiday season rolls in, I do enjoy a nice Gingerbread Latte myself.
But now, Starbucks is synonymous with Fast Food, Wal-Mart, and McDonalds. I grab it when I’m in a hurry. When I need something predictable in a small town. Or when I desire the taste of warm liquid cookies (the g-bread latte). I think suggesting that Starbucks still gets by on experience feels comparable to suggesting that McDonalds functions as a restful cafe where we go to enjoy a meal together.
I can’t dismiss Starbucks, considering they are as successful as they are. So in a way, they did create something the user desired, and that becomes obvious in their successes. But like you said, at times you may see up to 7 Starbucks on the way to the office. And I think at this point, Starbucks depends on its consistency and availability to make the sell.
“Love them or hate them, Starbucks has this branding thing down cold.” – I can’t disagree with you here. But as a resident of Portland, OR I’m not allowed to like it. I mean seriously, they just passed a bill on that. They take away your Oregon Driver’s License and give you one from Illinois.
Haha – touche’ sir. You make a GREAT point here. Being back in Nashville – I feel much in the same way as you do. I’d rather go to Bongo, Fido, Frothy Monkey, Ugly Mugs, or Portland Brew before I stop at Starbucks. Why? Because I think they create a GENUINE experience to what I referenced above – that – and I’ll support the local independent shop over the corporate guy any day of the week.
With Starbucks, I think they have effectively SIMULATED that experience, and the red cup is a great example of this – they have branded themselves well. You and I may be small-time coffee shop lovers, but the vast majority of the population out there associates a certain level of comfort with a cup of coffee from Starbucks. It’s what they continue to bank on.
Where smaller businesses have a great opportunity isn’t in competing with Starbucks and their reach (because at this point they’ve all but monopolized the market) but rather – to have a very strong impact on their local community and market. I just wrote a post the other day about the meaning of the word “social” and it very much applies here. It’s not about who has the wider reach and who can have the greatest impact – instead it’s about creating those brand experiences for your customers in a real and genuine way. This is something that the Bongo Java’s of the world will always be able to do better than Starbucks…
Thanks for the great thoughts my friend. Hope all is well in Portland. When you get yourself back to Nashville, give me a shout.
This morning I was heading into work and had decided before I got off the train that I was NOT going to go to Starbucks. I didn’t need my short vanilla latte, I told myself. We have free coffee in the office and I didn’t need to spend 3.76 this morning. So I hopped off the train, scrambled through the mess at Grand Central Station and joined the crowds of people venturing to work in midtown Manhattan. A block or two later, I approached my usual Starbucks and walked past the door, nearly claiming victory until I saw the Red Cup. I literally stopped, thought about it for a second and walked in. I’ll give myself credit for not getting the latte and only spending a dollar and some change on a tall coffee, but I honestly went in because of the Red Cup. Maybe I’m a sucker for marketing (which is ironic, given that’s my field), but the Red Cup symbolizes the start of the holiday season and I really couldn’t resist.
While I would agree that Starbucks is the fast food of coffee, they, just like McDonalds are doing a lot to attempt to differentiate their stores and make them less “cookie-cuter.” A new Starbucks just opened 2 blocks from my apartment and rather than creating a generic store with the same look and feel of every other Starbucks, they incorporated local elements from NYC and the East coast. Some of the highlights include:
* Store front was built by local craftsmen using locally sourced materials
* Benches were made using antique church pews from the Jersey Shore
* Back bar wall tile was manufactured on the East Coast and incorporates reclaimed brick
* Bar casework and community table were made from reclaimed wood
* Ceiling tiles contain 52 percent recycled content
* Pre-existing brick wall was exposed and preserved
(via http://news.starbucks.com/article_display.cfm?article_id=437)
By no means does this change the very corporate feel that is Starbucks, but it does show their commitment and attempt to enhancing the user experience.
Here’s to hoping that I can resist the Red Cup tomorrow
Hi Meghan. Very interesting that you told yourself you wouldn’t get a Starbucks and then ended up walking in. Safe to say that A LOT of people find themselves in that position – only to pass about 7 Starbucks on the way into work and eventually cave
I’ve noticed the individualization of Starbucks as well – and I have to say, for a super-mega corporation, Starbucks is taking real strides to maintain that “neighborhood” feel to the best of their ability – some better than others – but I think it’s great that they allow for a little “in store customization” – instead of, say, Dunkin Donuts, with locations that are literally identical from one another (even though they actually may have better tasting coffee).
I’d say good luck resisting the urge tomorrow, but you’re probably already holding another red cup in your hand
Guilty as charged
Haha…now, you weren’t supposed to admit that. But if we’re going full-disclosure I’m heading out to pick up a cup myself in the next few minutes. Starbucks, along with Apple and Google, have nearly achieved total world domination…
I’m somewhere between Matt and Julian here.
Starbucks has been so successful because they are a model of consistency. Their brand replicates the feel of the smaller coffeehouses while keeping the products the same across the board. The net result? Whatever Starbucks people happen to pop into, it feels like home, since it’s the same as all the other ones.
People usually have that “one” choice cafe that they like to visit to do their work. For Starbucks, that “one” gets replicated thousands of times, if that makes sense. Instead of being restricted to a one-of-a-kind café, they can go to any Starbucks and get the same good experience that they’re used to. People will always choose familiarity over trying something new.
So yes, Starbucks’ brand and their red cup (again, trying to capture that independent “feel” while being strictly corporate) are very strong – because they provide a consistent experience, across the board.
Also keep in mind that, outside of urban areas, Starbucks also provides the best bet for decent coffee and a decent experience. Again, people don’t want to gamble on something new, so they gravitate toward Starbucks, especially when other options are less visible and, obviously, have much less brand equity.
Two great points you bring up here:
1) Consistency. You nailed it here – Love them or hate them, they are pretty damn consistent. If I order a Vanilla Latte here in Nashville or in Arizona, I’m going to get essentially the same exact thing – and that “comfort level” is a big, big reason why they’ve seen such success.
2) Your comment about non-urban communities – I couldn’t agree more. When I drive up and back between Chicago and Nashville (a trip I make often) – I almost always stop in Effingham, Illinois. Why? Because they are literally one of the only midway stops between here and there that has a Starbucks. It’s typically the highlight of an otherwise mind-numbing drive through southern Illinois.
Great thoughts Brett – thanks for sharing!
I am a Starbucks junkie. I don’t go to Starbucks or any coffee shop much anymore, but if I am traveling or when I really need a pick me up (and not just caffeine), Starbucks does it for me. Their service is always spot on, the atmosphere sucks me in and they never feel compelled to fill my extra dry soy cappuccino with milk because the espresso and foam combo feels too light.
I challenge you to order an extra dry cappuccino (soy or regular milk) anywhere and actually get what you ordered.
as i sit in a coffee shop this morning, excited to jump back into the conversation, i am reminded of my girlfriend who is not “cool” by Portland’s standards and I remember that she typically enjoys starbucks as well.
and then i pondered on the fact that coffee people are jerks. haha. it’s a very political scene. very snobby. so in order to enjoy good coffee, you almost have to become obsessed with the culture and fit in with the cool crowd.
i guess i have to tip my hat to starbucks for opening a door to the average user and letting them enjoy their very own “coffee” experience. i concede. haha
A great point in it of itself, Julian. Starbucks has made the “coffee shop” vibe and status very accesible to the “casual” coffee drinker…Good thoughts all around.
I’ll say it: The coffee at Starbucks sucks. Sucks.
There stores are awesome and all of us – probably weekly – meet people there. Screw the food. Let’s grab lattes or ciders and pull up a chair near a giant painting or a faux fireplace at the coffee shop that’s easy to find.
And, like nearly everyone above, I go to Starbucks a lot. I have a giftcard. What’s a boy to do?
I don’t go there for the coffee. I go for the convenience. That’s the same reason I ate McDonald’s at the airport tonight. It was easy and predictable.
That said, it’s okay for a brand to offer convenience. You can dominate the world that way, for sure.
I think that’s one of the most interesting take-aways from this conversation. I’ve yet to hear one person say “I love their coffee” – but we can all agree that we’re there and we’re there often – if for no other reason than they’re literally on every corner of every block in the country.
I agree with Sam. Except for a few grinds, Starbucks coffee isn’t that good but they built an enterprise based on customer experience. We cannot deny how good their customer service is (did you know they can grind beans of your choice and give it to you in a french press), how innovative they are (Starbucks VIA) and I still go there all the time. Hate them or love them they are doing something right.