Starbucks: The Metaphor of Brand Meaning

Few “brands” define a brand better than Starbucks.  Starbucks is far more than just coffee.  Starbucks is all about customer experience and is well beyond just walking in an ordering a “cup a Joe.”  From a morning walk-in to the Starbucks drive-through, all the way to the morning cup of coffee in your home, Starbucks has defined a brand that has NOT confused a product with a brand. It’s all about the metaphor of brand meaning and customer experience.  You don’t drink coffee; you live coffee.  For me, my fresh cup of freshly-ground Starbucks starts and defines my day.  Without Continue ReadingStarbucks: The Metaphor of Brand Meaning

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Big Questions in Marketing and Consumer Behavior

How often do we over think the real issues or questions?  More than we would like to admit.  Less is more and simple is profound.  In developing your marketing plan for 2011, and beyond, make sure you are asking the right questions.  Focus.  Target.  Simplify.  Think like a consumer.  Place yourself in the mind of your customer. This video, with Shelley Zalis, Founder & CEO, OTX,  speaks for itself: By Stuart Atkins

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