Browsing Tag

starbucks

Starbucks Loyalty Fail

Starbucks knows a thing or two about loyalty. I'm a Gold Card member, and enjoy the free refills as well as the periodic free drinks I accrue by using it. (Green Card members get the refill benefit, but not the free beverage after every 15…

Starbucks, Your Digital Neighborhood?

Starbucks has changed a lot in the last six months, at least in the digital world. First, they finally ditched their paid-only Wifi and went to a free system that requires only one-click acceptance of their terms of use. Then, a few days…

Trade-Off by Kevin Maney

Marketable business ideas often have two key characteristics: simplicity, and a way of categorizing products, brands, or companies. The Boston Matrix, for example, launched armies of strategy consultants who neatly fit businesses into…

Caffeinated Branding: Think Inside the Cup

Way back in 2005, in Can Caffeine Brain Boost Help Ad Recall?, I suggested that Starbucks could sell potent ads on their cups. This idea, though tongue-in-cheek in nature, was based on fMRI research that showed caffeine stimulated areas of…

Anchor Pricing Strategies

Here's a scenario... You decide to venture into a cell phone store despite your reluctance to deal with a bewildering number of phones, options, plans, along with a confusing price structure. As usual, you find you'll have to wait a bit for…

Coffee Smell Is All You Need

I've written about sensory branding, olfactory marketing, and in particular Starbucks' attempt to get more coffee aroma into its stores. Now, it seems that all you need to get you going in the morning is a whiff of coffee aroma: Wake up and…

Simulating the Coffee Drinker’s Nose

Is Scratch 'n Sniff Starbucks in our future? No industry focuses as much on olfactory marketing as the coffee business. Starbucks recently dumped its breakfast eggs because their smell didn't pair well with the coffee aroma. Nestle unit…