Posted by: Chris | February 4, 2008

Passing It On: An Open Letter to Starbucks’ Howard Schultz

I promise I’m not out searching for this stuff! To continue my discussion about Starbucks and services marketing, take a look at this open letter to Starbucks’ Howard Schultz. You just don’t get this type of reaction with unbranded service. This letter simply points out the primary facet of Starbucks coffee that runs contrary to the plan to sell $1 java: Starbucks is an experience. Such an experience comes as a result of strong internal branding and warrants a higher price tag, simply because the product one is purchasing (theoretically) goes well beyond a paper cup, a cup “jacket” and lid, and the beverage the cup contains (assuming managers and marketers have been vigilant in their FLSE training).

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