Site moved to www.brandautopsy.com, redirecting in 1 second...

1 posts categorized "Audacious Marketing"

September 07, 2007

an Audacious Marketing Idea

Dannielle Blumenthal has an audacious marketing idea for Starbucks. I think for an idea to be audacious, it must make us squirm ... not squirm a little, but squirm a lot. When an audacious idea is first presented, most businesspeople will believe the idea is ill-advised, absurd, inconceivable, and just too audacious to do. Danielle's idea certainly fits the criteria for being labeled AUDACIOUS.

Her idea for Starbucks is to KILL THE BRAND and replace it with a another one. Dannielle writes ...

"... kill the brand while it's still at its peak, and replace it with another one. Right now. Today, the Starbucks brand is extracting the absolute most it can from its brand equity. It is at the top of the hill. It has nowhere to go but down. The company should pull back and create another, new brand "from the makers of Starbucks" which redefines the coffee category and gets back to the essence of what Starbucks used to be all about." MORE

Yep, that idea seems ill-advised, absurd, inconceivable, and just too audacious to do.