This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.
Sunday, August 5, 2018
Brand Consistency, But at What Cost?
It is important for a brand to be consistent so that people know what to expect and so that they are not disappointed. Having said that, what if the only way to be consistent across thousands of locations in countries throughout the world is to offer a consistent mediocre product?
I will take Starbucks as an example. Most metropolitan areas now have dozens, if not more, different cafe/coffee house options. We certainly do where I live. Most of them offer not only their own coffee and other drinks but also their own selection of food items. I go to two different places because they make awesome almond croissants. One makes a very good yogurt bowl with fresh locally sourced fruit and freshly made granola. One place has a full menu of breakfast options from French pastries to omelets, Eggs Benedict and hearty American options including pancakes, waffles, French toast, bacon, sausage, etc. One place makes to-die-for brownies and another place makes to-die-for chocolate chip cookies. We even have one place that specializes in comics, cereal and caffeine - really.
So, I am completely underwhelmed when I walk into a Starbucks with their consistent but completely mediocre food options They don't even offer a healthy option other than a pretty bad oatmeal with lots of packets of long shelf life stuff to throw on it.
This all makes me wonder why Starbucks doesn't consider pursuing a business model in which they partner with local bakeries or other local food sources to provide fresher, tastier, healthier and higher quality food items. I wouldn't mind being surprised by the food items that I might find at a Starbucks in a different city, different part of the country, different country or different region of the world (assuming that they have a way to maintain the quality of the locally sourced items). Honestly, I have gotten bored of Starbucks. I can find a better cup of coffee at many places and the food is better at almost every other place. Consistency often works in a brand's favor but if it comes at a cost of quality, then one might want to reconsider the need for that consistency.
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