Too many Starbucks?

In response the global coffee giant is said to be planning a new range of ‘neighbourhood’ stores: which will be branded according to the place they are located, and may not carry any Starbucks branding at all. Is this a cynical attempt to fool the stupid? Or a genuine attempt by the brand to re-embed itself in real localities: places where it is losing out to authentically local small-brand coffee shops? It’s not for me to judge, at least not yet: though it doesn’t instinctively feel like authenticity to me. I guess it depends on the actual experience of using the new stores. Meanwhile though it is clear that Starbucks no longer holds the brand kudos and attraction that it once did. I had a conversation the other day with a former brand marketing guy from Orange, who said much the same thing about that brand’s sad fall from its place of grace as the most compelling and distinctive brand in mobiles to the unimaginative tariff-fixated high street ‘just another phone shop’ that it is today.

Why do these once great brands lose the plot with such seeming inevitability? Why can’t they realise a great brand is only worthy of the name when it captures our imagination and our emotion a well as a share of our wallet. It feels like a very long time since Starbucks and Orange came close to doing that.

Just as an indicator of where Starbucks is at right now, take a look at this little video. It’s not brand analysis: but then again it is. And hilarious into the bargain. When your brand growth is likened to the end of the universe and that comparison has gone crazily viral round the web, it’s time for someone somewhere in the higher echelons of the organisation to start listening and acting (and I don’t think white labelling the shops is going to do it).

The comedian is Lewis Black. And I’m grateful to Dennis Van Staalduinen at www.begtodiffer.com for giving me the story and the video tip. Den’s analysis of the Starbucks brand situation is thorough and fascinating: recommended.

Date posted: Monday 20th July 2009Back to news home page >