Friday, November 16, 2007
Is Starbucks a brand?
First let me posit this: my generational bias does not permit me to go to Starbucks. I can't bring myself to spend $4 or more on a cuppa joe and I can't abide the lines and the pretense. That said, I heard a report on NPR this morning that Starbucks is experiencing the first drop in same-store sales in its history. Also reported in Ad Age, the hoary traditional advertising ossified fossilized has-been. http://adage.com/article?article_id=122060
First I wondered, should there be something called the Starbucks Index--a harbinger of a recession? Because you'd have to assume, in the midst of a serious economic downturn people might begin to chasten their $20/day coffee habits. Then the NPR report continued and said that Starbucks will be launching its first national television campaign as an attempt to stop what it hopes is only a temporary slide.
In all, however, it made me think about Starbucks. Is it a fad, a trend or a brand? Does it stand for something permanent?
I'd love your thoughts.
Posted by George Tannenbaum at 6:53 AM