build brand personality - case compare


	build brand personality - case compare

charcoal

5-16-2007 5:39 AM

520 views

tags:

branding, brand-personality, coffee, cafe

charcoal says:

another comparison: starbucks pales in personality and humor

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/12c9a91d-fc07-4f16-813f-fd47ff42b3ea/4332C8CB-9F96-4C24-B1A1-7845C27F32AE/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.brandingstrategyinsider.com/2007/05/the_living_bran.html" href="http://www.brandingstrategyinsider.com/2007/05/the_living_bran.html" style="font-size: 11px;">www.brandingstrategyinsider.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.brandingstrategyinsider.com/2007/05/the_living_bran.html">Puccino’s, a café concept born in London, makes an art of converting every detail into an amusing brand experience. Where Starbucks have taken the corporate brand manual tack, like British Airways, by simply and superficially adhering the logo to countless millions of cups, Puccino’s has put individual messages on each of its cups. Messages like “Take my top off” refer to the cups’ plastic lids. The sugar packets are embellished with: “Serving suggestion: – pour in cup and shut up”. Compare that with your last impression of Starbucks. It’s a boring, impersonal brand these days. Its rapport with the customer has been seemingly constrained by a corporate style manual.</blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/4332C8CB-9F96-4C24-B1A1-7845C27F32AE/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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