Worst Brand Concept Ever?
Starbucks recently announced their concept for a new neighborhood coffee shop: 15th Ave Coffee& Tea.
I have to admit, I thought it was a horrible idea from the start. Kind of reminds me of Wal-Mart realizing they’re driving local mom and pop stores out of small towns and deciding to open up a series of separately branded smaller stores under a different guise. Just feels a bit dishonest.
Segue to this fantastic analysis of the situation.
Basically calls Starbucks out for 15th Avenue being fundamentally dishonest. I personally agree with his points, they’re not fooling anyone. If they need to go to such extreme measures to remove their brand, why try for this concept in the first place?
Bonus hilarious part of the website he doesn’t mention. I love how Starbucks has the company use a “gmail” address. *Vomit*. Don’t you love it where marketers take pains to look non-corporate, but only exacerbate the situation? I'm picturing how the idea came to fruition...
Executive 1: So… we need to emphasize that this isn’t Starbucks in any way whatsoever, give me ideas people.
Executive 2: Polls show a naked merman on the coffee sleeve would provide 8.2% more brand equity than our current mermaid model!
Executive 1: No! We need to move away from Starbucks!
Executive 3: Now, I might just be some slick-talking corporate marketing executive, but I hear kids love this Google toy these days. I personally use a private Google account to hide my obsessive-compulsive habit of collecting vintage cookie jars on eBay from my wife who reads my Blackberry while I sleep.
Executive 1: Great plan Executive 3… We’ll create a fake Google address to trick consumers… They’ll never suspect we’re related to Starbucks and we’ll gain street cred by faking the fact we don’t have some enormous 1,000 person IT staff and must rely on free gmail accounts…. JUST LIKE A SMALL STREET CORNER COFFEE SHOP!
Executive 2: Flash poll, immediate focus group results are coming in, they estimate the gmail account gives us 4.3% more credibility.
Executive 1: *Evil Cackling ensues…* Begin expanding our new neighborhood coffee shop at an unsustainable rate!
Random Janitor In The Room: Wouldn’t that defeat the purpose of a neighborhood coffee shop? Aren’t you just creating another Starbucks-like brand and defeating your original intent?
Executive 1: *Throws a chair at the janitor, forcing him to flee*
Executive 2: Teenagers find images 32% more attractive when violence is incorporated. New store concept, arming baristas with Uzis. Would you like an extra SHOT with that? *Begins cackling like a Banshee*
Executive 1: Brilliant, that’ll be the next move on our agenda…
Executive 3: *Already zoned out of the meeting and is surfing eBay *
Not that I don’t personally like Starbucks and feel as though they’ve actually helped small coffee shops by creating the idea of “premium” coffee, I just think this is a poor idea and executed even more poorly.
-- Eric (TMFRhino)