Corporate global brand goes ‘indie’
Starbucks is piloting a range of new boutique coffee stores. On Friday, ‘15th Avenue Coffee and Tea – Inspired by Starbucks’ will open in Seattle, USA. But will the new branding actually work?
What do you think?
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It'll probably work for those who already frequent Starbucks and probably con a few of those who avoid Starbucks if the branding is discreet enough. I'd be a little surprised if they were able to acquire frequent custom from those who are already regulars at other 'indie' coffee houses.
ReplyDeleteTotally agree Si, who knows what fools the American market. They seem very naive when it comes to marketing.
ReplyDeleteIf they change the coffee as well, possibly!
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