This is Why We’re Still Mad About Starbucks

This is Why We’re Still Mad About Starbucks

25

APRIL, 2018

Branding
Brand Story
Strategy

I want to share with you why my bruised feelings (and probably yours too) will remain even after the Starbucks smoke clears.

So it’s been about a week since the Starbucks incident and I’ve gone through ALL of the emotions! From denial to anger and now acceptance, I’m at a point where I can clarify my thoughts and perspective on this BRAND DISASTER.

Despite CEO Kevin Johnson’s apology and his scheduled 8,000-store shutdown for training on implicit bias, the bitter taste of two innocent arrests still lingers.

We, as customers, coffee addicts, and community, are very much in fact still mad.

We’re still appalled, still offended, and still heartbroken by the fact that people can be arrested in their neighborhood Starbucks for doing what WE ALL DO when we go to Starbucks – chill, wait for our friends, order coffee – now, later or never.

This is NOT what happens at Starbucks. It’s supposed to happen in that movie that takes place during the ’60s in rural Alabama or maybe in some ignorant corner of rural Alabama today. But, at Starbucks – the brand with the diverse staff of baristas that know your name, the coffeehouse that assimilates into the neighborhood with its music and decor, the shop that the entire community comes to in the morning to wake up and again at noon to meet up – nah, not here.

WE EXPECT EXACTLY WHAT WE WERE PROMISED.

As customers, our expectation of the chill environment, personable service, and community feel was not something we created from thin air; this expectation was established by the brand.

Our ideal of coffee and community utopia exists because that’s what Starbucks vowed to us in its brand promise: 

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

This promise is what the brand is built on. It’s what you buy into when you order your caramel macchiato, or your multigrain bagel with cream cheese, or those overpriced espresso chocolate beans. It’s why the baristas try to learn your name so that they can greet you personally the next day. It’s why there are tables and chairs to sit and enjoy your coffee or just sit and enjoy your company until you decide if you even want coffee.

This brand promise is what has subconsciously sold you into spending your time and money in overcrowded corners on overpriced lattes.

So when this promise was so brashly violated, it shook a community of (not just Black) people and brand enthusiasts who felt the betrayal of a broken promise.

That’s why we’re still mad.

THAT PROMISE WAS BROKEN.

Despite their best PR efforts, the promise of “inspiring and nurturing the human spirit – one person, one cup, and one neighborhood at a time”  now feels like a lie.  Sadly, some of the Starbucks brand values do too: (1) Creating a culture of warmth and belonging, where everyone is welcome; (2) Acting with courage, challenging the status quo and finding new ways to grow our company and each other; (3) Being present, connecting with transparency, dignity and respect; and (4) Delivering our very best in all we do, holding ourselves accountable for results.

 

“Brands are incredibly fragile and complex, yet shockingly simple to create.”

Like in all relationships, Starbucks now faces the challenge of rebuilding trust and belief in the relationship between brand and customer.

Now, it must really hold itself accountable to recreate that coffeehouse ideal that has been publicly contradicted.

My graduate school professor once said,

“Brands are not at all what most people think they are. They are incredibly fragile and have little to do with products, services, logos, CEOs, or identities. A brand is something much more complex to continue, yet shockingly simple to create:

A brand is a promise, kept. “

.      .     .

Ask yourself what your brand promise is and if you’re doing everything that you can in your business (from operations to marketing and even in your hiring) to uphold yours so that the same brand irony Starbucks is experiencing never falls upon you.

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Need help mapping out your brand promise or your brand values? Book a 60-minute BRANDSTORM session with me here!  We’ll create a plan to bullet-proof your brand from Starbucks-like debacles and get you on the right track toward keeping your promise to your customers.

Written by: Amber Williams
Master Brand Storyteller & Founder of PunkyFlair

Marketing is for Dummies, Story is for Everyone

Marketing is for Dummies, Story is for Everyone.

19

OCTOBER, 2017

Branding
Brand Story
Strategy

In college, two marketing representatives from a Tahitian juice company came to speak to my class.

In college, two marketing representatives from a Tahitian juice company came to speak to my class.  They shared with us information about a new drink that promised good health, better digestion, and superior antioxidant protection. We were encouraged to become independent distributors of this life-changing juice that was transforming the wellness space and would, in turn, transform our oh-so-troubled college lives.

Selling to our network of friends would be easy if we followed three simple marketing strategies: (1) Scarcity: Lie and say you only have a few bottles left to persuade them to buy now; (2) First-in-Class: Tell them there’s never been anything like this before and that they’ll want to get in on the movement early; and (3) Social Proof: Share with them an inflated number of people whose lives have already been transformed from one simple drink.

I’ll never forget the expression on their faces as they explained why these strategies were guaranteed to work. It was the same expression you see on the faces of those cult members being interviewed by CNN – the one that lets you know they actual believe their own nonsense.

That’s what this entire pitch was to me: nonsense.

Did they think we were dumb? Had they assumed that our friends would not see through such inauthentic marketing ploys? Finally, if this brand was so life-changing, wouldn’t it sell on its own through some foundation of truth?

.     .     .

THIS KIND OF MARKETING WASN’T FOR ME.

I passed on the opportunity to become a student distributor of Tahitian juice. Instead, I continued my education in marketing and learned of a better way to sell products.

I still see companies today using many of the same marketing tactics that were presented to me in college. I don’t doubt their effectiveness, but I have come to understand that just like that life-changing juice brand made some money for a few years and then disappeared, these tactics offer the same outcome for the brands that rely on them: short-lived success.

THAT’S BECAUSE IT ONLY WORKS ON DUMMIES.

It’s for those unintelligent customers who can’t see through the psychological games.  And that customer, ladies and gentlemen, is dying. She is being replaced by a far-more-intelligent buyer who is persuaded through other means.

The 21st century customer wants to feel connected and understood by the brands she invests in.  She is compelled by messages that speak directly to her and where she is in life. To attract her, your brand has to stop marketing and start storytelling.

“To attract today’s customer, your brand has to stop marketing and start storytelling.”

Putting your customer at the center of your story is the most effective sales strategy a business can have today. It is also the best way to guarantee not just a sale, or a referral, or another sale, but a genuine connection that transcends those independent transactions.

After spending years making the switch for brands like Armani Exchange, The United States Olympic Committee, Heat Free Hair, and Camille Rose Naturals, one thing is clearer than ever to me:

Whether your customers are young or old, male or female, black or white, varied or the same,

Story SELLS and it is for EVERYONE. 

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Are you selling with story? Or are you using old school marketing tactics for dummies? Click here to book a FREE 15-minute Discovery Call with me to talk about how you can use story to create a more effective marketing to-do list this week!

Written by: Amber Williams

Master Brand Storyteller & Founder of PunkyFlair

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