You are waiting at the airport, to kill time you will search for some food and booze. The destination: Starbucks. When you ask Belgians or Americans their opinion about Starbucks, nobody will complain, but their succes is inhibitted by one enormeous groupe, the English.
As a result, the coffee-chain has decided to change their decade-long policy where they start identikit stores all over the world. Actually, the fundamentals of this company are perfectly puzzled out, small shops at busy places where people with not much time buy a quick drink or a sandwich. But the very fast increase of this brand resulted in a boring brand personality that included millions of homogeneous shops. The answer was simple: no uniforme furniture anymore and out will go with those boring colours beige and green! Instead, they will introduce bold colours, second-hand furniture and a local touch! The managing directors only want to sell the basic coffees and something locally relevant for each area in the UK that attracts the customers immediately!Starbucks underlines that this change in personality will be a long-term process, it is necessary that they achieve a deeper connection with the customers by those changes, especially in the UK. In Belgium there is for the moment no criticism on their brand personality, but for how long?
Laura Goeminne
Source : http://www.independent.co.uk/life-style/food-and-drink/news/starbucks-chief-admits-our-shops-are-all-wrong-1789418.html
If Starbucks used a celebrity to represent the brand (personality), who do you think it would be? According to the results of the study tool ‘Cebra’ , Starbucks’ perfect match is nobody less than Jude Law. Apparently Starbucks and the good-looking English actor, producer and director are both perceived to be calm and rather sensible. More information about ‘Cebra’ you can find in my latest blog post and the article it is based on (attached link).
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