Starbucks is Shooting Itself in the Cup

Starbucks latest offensive isn’t against McDonald’s or Dunkin’ Donuts it is against itself. And if Starbucks weapon is as successful as it says it will be then they could be shooting themselves in the cup. It’s an insane idea for the world’s leading gourmet coffee chain to set-up a blind taste test in its own stores that it hopes it will lose. Losing a taste test devalues the loser as much as it praises the winner.

GM & the Implication of the Opposite

Sometimes the harder you try, the worse off you are. Why is that? Branding can sometimes be like trying to pick up girls. It is not what you say that counts. But the implication of what you say that counts. When crafting their advertising messages, too many marketers forget about this principle. As a result, while even if they are telling the truth all they do is convince consumers of the opposite.

The Pitfalls of Misdirected Packaging

Never overlook the power and importance of packaging. It is the last chance for a consumer to say yes or no to your brand. You may have done an excellent job with your brand name, PR, word-of-mouth and advertising, but if that last piece of the puzzle (the package) doesn’t fit into the consumer’s mind, you are out of luck. No sale.