We Are Magnetic

Saffron have posted an interesting view point on Starbucks ongoing efforts to connect with their coffee loving audience. It made me think…

As well as being an interesting observation, the post also adds to the growing body of evidence that the coffee corporate is willing to try anything to positively position themselves in the minds of their customer, despite the tide of negative publicity they receive from certain quarters.

As with any business there’s an imperative need to keep existing customers happy. In this respect the global corporate is no different from Cathy’s Coffee House (some local high street). The issue becomes, just how do you keep the love going?

Where Cathy can honestly say she passionately cares about her customers and the coffee they drink, can this really be true about the global corporate?

Cathy’s coffee house is her life, and coffee beans are her passion. She first brewed up her first pot of 100% organic java 10 years ago and served it, with a smile and a knowledgable chat, to John – who owns a design studio a mile away from the coffee house and simply lives for quality coffee.

Ask John what he loves about Cathy’s Coffee House and he’ll reply Cathy and her passion for coffee. Cathy believes that it’s her mission in life to educate and excite her customers in the diversity and wonders of the java, so along with every cup of perfectly prepared latte you get and piece of coffee lovers knowledge free of charge. And although it would be far easier and quicker for John to stop off at one of the big chains that have swamped the area recently, he always makes the trip to Cathy’s for his quality coffee kick.

Cathy knows John, she knows about the pitch he’s just won and the holiday he’s planning to take the family on (the same place they went to a couple of years ago she remembers), she knows the date of his birthday and always gives him a free cup to celebrate. Cathy also knows Jane – mum to Jessie, David – retired accountant, Sarah – the florist, Mike – the builder…. Cathy really does know all her loyal customers.

It’s a great story and one that so many brands are looking to emulate in today’s highly personalised world. But can brands really tell the same story? And would it be believable if they did?

In Saffron post they highlight – At my local Starbucks, there’s a giant banner delivering their (Starbucks) new manifesto “Our promise to you – every cup, every day”. It goes something like this:

We promise that only perfect espresso shots will go into your drink. (What’s the alternative?)
We promise perfection through innovation. (What?)
We promise never to settle for good enough. (It’s a cup of coffee!)
We promise that your espresso will not only taste great, but will do good too. (Really?)
We promise to make your coffee just the way you like it. (Thank you.)

Hmmm…

All this goes to show that you can brand yourself up like this, and promote yourself like that, you can even un-brand yourself if that’s what you believe in. But one thing remains true – you have to live up to the words say, be honest by your actions and have a brand proposition that’s truly believable.