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The Power of Brand -- Starbucks Scores.  Even in Jest.

2/11/2014

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Sure, it was self-serving stunt by a comedian collecting footage for a TV show.  But what a great example of brand power: Dumb Starbucks, an ersatz Starbucks that popped up for a few days in a nondescript Los Angeles strip center.  The brand tricksters reproduced the (older) Starbucks logo perfectly, put “DUMB” in front of it, served coffee (said to have been on the bitter side), sold pastries from the Von’s next door and were off to the races.

And what a race! 

The media, eager for a story that wasn’t about ObamaCare or the 2016 presidential race, seized on the opportunity to cover Dumb Starbucks, and soon the real Starbucks started complaining (although not all that angrily) about trademark infringements, etc.  Clearly, they must have recognized that somebody’s idea of a prank wasn’t really going anywhere -- except the front pages of every news web site in the known universe for a few days.

Which ain’t all that bad.

One of the store’s momentary customers said he stood in line to “score” one of those white cups with the Dumb Starbucks logo on it.   Turned out, the real Starbucks scored big, too.   Like a publicity-savvy businessman I once knew used to say:  “Love me or hate me, I really don’t care.   Just make sure you get my name right.”

TakeAway:  Never underestimate the power of a strong brand – even in jest.

Just in case you missed it:  http://www.yelp.com/biz/dumb-starbucks-los-angeles


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    sample blog:

    This is a sample blog  for writer Brian E. Faulkner.   It presents stories about brands that do a good job communicating competitive advantage. Stories have been gleaned from the business press, personal experience and occasional interviews. Updates are made from time to time, and every so often there will be a post of general interest -- about things like success, passion, social trends, etc. 

    Author

    Brian Faulkner is a writer and strategic communication consultant who helps business clients explain their competitive advantage in compelling and enduring ways.
     
    He also is a five-time Emmy award winning Public Television writer & narrator for a highly-rated and well-loved magazine series.

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