BrainCandy 110: Starbucks needs to cut the crap from its positioning

Who hasn't experienced it? Your brand should stand for great ideals, while your customers just want a good product. The attached article uses the example of Starbucks to show impressively how even successful companies can fall into the “moral trap”. Mark Ritson, a former marketing professor, provides a razor-sharp analysis of why Starbucks' lofty brand mission misses the mark when it comes to customers. In his experience, coffee comes first, then morals. The insights are relevant, especially in times when many companies are struggling with the balance between purpose and product promise. 14 minutes of listening time, which are guaranteed to be worthwhile. Show notes: https://en.ka-brandresearch.com/wp-content/uploads/sites/2/BrainCandy-110_Starbucks-needs-to-cut-the-crap-from-its-brand-positioning.pdf