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
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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