How NOT to Protect a Brand
July 21, 2010
While I was out today, I found myself having to prepare for battle against a major migraine that had been stalking me since early this morning. Thinking of all the weapons I have in my arsenal, I grabbed 2 ibuprofen, shot them down my throat and headed to Starbucks for a shot of caffeine to numb myself up before the ensuing battle. While waiting for my caramel macchiato in the drive through I noticed a basket on the ledge of the window that made me wonder.
This is why Branding is so important.
As you can see, in the basket there is a sign someone made out of, what looks to be, the remnants of a used paper grocery bag along with an old water bottle filled with what may be someone’s chewing tobacco left-overs, but I’m hoping it’s the Starbucks Via they seem to be attempting to advertise. Upon that very appetizing beverage bottle sits a label made out of what looks like old medical tape. Now I don’t claim to be a marketing genius, but something seems off here. Everywhere you look inside or outside of most Starbucks you will see professionally printed signage, handouts and packaging, all the way down to your own personalized gift card. From what I understand, they even send stencils to each store to create their hand drawn chalk boards. So I have a feeling that the big wigs at Starbucks corporate would have a problem with this little setup. Over all I believe this would fall under the category of “FAIL.”
