In July, I ranted about how there isn’t a faster way to commoditizing a brand than using unemotional and uncreative language. The example I used was Starbucks and this billboard:
I wasn’t knocking the billboard tactic as OOH advertising can be used effectively. I was knocking the fast food mentality of the copy used in the billboard.
Communicating a new and improved position is totally of the fast food mindset. And, to feel the need to say BETTER COFFEE is off-putting to me. (Shouldn't the Starbucks cup automatically convey Better Coffee? After all, the "Better Coffee" angle should be the culmination of everything Starbucks has strived to communicate to customers since its inception.)
The other week I noticed a new Starbucks billboard execution going eastbound to the Austin airport. It’s being used as a directional guide to support a just-opened Starbucks location nearby.
Kudos. The language/tone isn’t unemotional and uncreative. It’s (somewhat) interesting and functional. In other words … Better Billboard. Fresher. A marked improvement.
Agreed. Better.
Posted by: Zane Safrit | October 28, 2008 at 07:52 AM
Much better!
Posted by: Jeff | October 28, 2008 at 09:02 AM
The concept in the first billboard was good, just poorly executed. The drive-thru at Starbucks is a different experience than the fast food drive-thru and some how they made it the same. The second billboard is what I want to see from Starbucks.
Posted by: Erin | October 28, 2008 at 10:03 AM
It's better. But I reel a little bit at the use of the term "good cup," it still doesn't make sense to me.
Like, you wouldn't see Wal-Mart saying "last good prices for miles" ... or Crate and Barrel saying "last good furniture for miles" ...
Wal-Mart: best prices. Crate and Barrel: best furniture. Starbucks: best coffee. Isn't that what the brand is supposed to be about? Best? Not "good?"
I still think Starbucks should ditch the copy and go the iPod-advertising route. Show silhouettes of people drinking from the cups with the mermaid logo popping out. The people who say things like "good cup" or "great coffee" should be the customers, not their marketing department.
Posted by: JMW | October 28, 2008 at 01:29 PM
Nothing worse than bad boring copy - that first one could have been advertising ANY coffee. They really minimize the power of the Starbucks brand and their loyalty (and their prestige).
The second one is a great example of action - driving people to a need they perhaps hadn't thought about needing, but now they are thinking about wanting it. Good observation.
Posted by: MarketingTwins-Randy | October 28, 2008 at 03:01 PM
John, Great examples of brand simply losing its edge. There isn't much worse that becoming a commodity. It must scare the heck out of Howard.
We work hard to Break From Apartment Commodity, and never want to slip back,
Thanks for the on going insightful posts,
Posted by: Eric Brown | October 28, 2008 at 03:55 PM
Neither applies to growth and expansion - poor execution.
Posted by: KL-Creative | October 28, 2008 at 07:01 PM
Couple of things:
When I'm headed to the airport I'm usually in a hurry, do I have time to get off the highway and drive to a Starbucks?
Even if I do have a couple of minutes, how am I getting my bags, checking in, etc. with a cup of coffee in my hands?
Aren't I going to have to throw my coffee out at security?
Doesn't the aiport have a Starbucks inside? If it doesn't, shouldn't it?
This ad just isn't hitting me at the right time. If I'm going to the airport, my #1-3 priorities are convenience, convenience and convenience.
Posted by: Rick Liebling | October 29, 2008 at 08:44 AM
I wholeheartedly agree that the second is better than the first. But they both are problematic in that each one seems to beg for some comparative approval ("better," "faster," "last good") rather than simply relying in the intrinsic value of the brand and its products and service-which I believe is what catapulted Starbucks to the point it's at today. To be admittedly melodramatic, it's sad to see Starbucks debase itself like this.
Posted by: Chris Posey | October 29, 2008 at 08:51 AM
Isn't it amazing how little details matter?
The first one focused on efficiency and convenience, which aren't purchase triggers for Starbucks customers.
The new version appeals to the "happy now" trigger, which is absolutely a purchase trigger for Starbucks customers. And it's a call for action.
Nice! (And now I'm in the mood for a cup. Darn!)
Posted by: olivier Blanchard | November 03, 2008 at 01:44 PM
really liked this simple and to-the-point article. Tweeted the article for @lessaccounting followers (www.lessaccounting.com)
Posted by: Molly | November 03, 2008 at 06:07 PM