Starbucks Cup, originally uploaded by Ryan Hadley.
‘StarBUCKS’ Status. What is the cost of cool? And are you willing to pay the price? I got the inspiration for this blog in the Minneapolis airport this weekend. As I went from gate F14 to A6 I saw ‘StarBUCKS.’ I stopped to get my usual White Chocolate Mocha Grande with caramel drizzled on top. I wasn’t craving caffeine or necessarily had a taste for coffee, but I saw the sign and immediately got in line.
Love or hate ‘StarBUCKS’ they have a cult-like following. Think about it. Why do over 30 million customers purchase caffeinated drinks from ‘StarBUCKS’ each week? They have never aired a TV commercial for the store, but the brand is still strong. Every successful brand demands a certain value and customers that willingly pay the price without even thinking about it. I was not paying for the coffee; I was paying for the cup. Does a cup of coffee change your status? Does it change your life? Does it change your social class? Will you be more accepted by people in a different tax bracket?
I must agree. I am not a big fan of coffee. Acutally I do not drink coffee at all. However, I feel really ‘elite’ when I am drinking StarBUCKS! It gives a special social class to be able to have your branded coffee instead of your local gas station. When I see people with Starbucks I immediately think of your white collar people in their business suites and briefcases with their top of the line vehicles running into the shop saying something like…”Goodmorning, I will have my usual.”, while on the phone or reading a newspaper of some sort. I think of StarBucks as being a big ambiance!
SherAaron HurtMarch 30th, 2007 at 11:32 am
I too agree. When it comes to popular brands you are not paying for the product you are paying to uphold their reputation, promise and image. I am a coffee drinker and I do not have a particular brand of coffee I drink but I do feel ” a lil’ something special” when I drink Starbucks.
I think all brands even with small products like coffee we inadvertently equate items that we could not possess while growing up as having a higher status or setting the standard for our social class. For example I attended a very “accomplished” private high school and most of the students would arrive in their land rovers, and their L.L. Bean, and J. Crew catalog clothing sipping on lattes from Starbucks. So I subconsciously came to the conclusion that since I could not afford the clothes of those brands and did not come from a wealthy family I could not drink nor could I afford Starbucks. In my mind drink Starbucks meant that you were educated, wealthy, cultured, and had high social status. When in all actuality drinking that brand of coffee only means that you enjoy good quality coffee served in good quality time.
NiyaApril 19th, 2007 at 9:48 pm
http://www.youtube.com/watch?v=_DGqIPHu29g
Do your homework.
BrewJune 3rd, 2007 at 1:04 am
Brew,
I received your email and I appreciate your comment and the link you sent. In my blog I stated the following: “They have never aired a TV commercial for the store, but the brand is still strong”. The link of the commercial, which I was well aware of, is advertising the double shot expresso DRINK, a retail product, not the STORE. I still appreciate the fact you took the time to send the link. I put a lot of time into verifying my information. Accuracy of information and credibility go hand in hand.
Hajj FlemingsJune 3rd, 2007 at 2:45 pm