The Power of Embracing Who You Are

June 4, 2009

I will admit, I’m a bit late in recognizing these ads, but, considering I’ve done a good deal of Starbucks-bashing in the past, I figured it was worth highlighting some of the more positive steps they’ve taken to rebuild their reputation–reinforcing/embracing their positioning and distancing themselves from McDonald’s and the other, more “recession-proof” brand’s which have successfully belittled Starbuck’s overall image and reputation.

Starbucks was never simply about a cup of coffee, it was about “the best” cup of coffee–a taste and experience you couldn’t get anywhere else.  Nobody went there to only get a cheap cup of coffee that would satisfy their fix.  We went there because the whole experience felt focused and authentic, and that comforted you as you dished out a couple extra bucks for your latte.

When the recession hit, things got bad–it could not have been more blatant how nervous Starbucks was about their “luxurious” brand and how it would be viewed by a suddenly more frugal consumer.  McDonald’s harassment didn’t help, and very quickly the Starbucks brand, which was already having trouble staying on-point, felt completely off-balance…

starbucks-ad-heart

starbucks-print-ad-new-york-times

This new series of print ads, however, are a nice step in the right direction.  Instead of fighting with McDonalds on price, these ads explain the central difference between a Starbuck’s cup and the “discount” alternatives.  As a coffee lover myself–someone who likes to think he can tell the difference between a good cup of coffee and a shitty one–the copy, paired with the look and feel they’ve created, really hits home.  Nicely done…

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