Starbucks Badvocates
15th February 2008 by Leslie Gaines-Ross
Everyone is talking about Starbucks and whether it can turnaround its reputation once again as founder CEO Howard Schultz takes the reins. It’s like Coca-Cola and Pepsi wars. People like to talk about the relative merits of Starbucks and Dunkin Donuts coffee. It is perfect water cooler talk, as omnipresent as Obama and Hillary conversations which you can find on any street corner. A recent poll I read about in PRWeek (2.14.08) found that of 62 percent of consumers who regularly visit coffee shop brands, 16 percent “actively avoid Starbucks.” We would call them badvocates although the article refers to them as “active avoiders.” I was taken with the term which is why I wrote this post just now. I like “badvocates” better. That’s my vote.
Surely this is not a good time for Starbucks to try and turn things around now we are in economic decline and coffee (cost of) is something ordinary people cut down on. On the other hand, maybe coffee in Starbucks could cheer people up. Look forward to seeing what their marketing people come up with.
Starbucks might be on to something. If they proceed with the $1 cup of coffee and the slowing economy, their stores will be full of people networking and looking for jobs and having some java. So….they might cheer people up by just providing a great “hub” during tough times. With the elections so interesting, they could serve as vital advocate hot spots!
I think it’s time to find out if Starbucks is going to become America’s staple coffee house or just the market pioneer that looses traction to new trends. Some evolution is definitely in order, but already the intangibles about SB’s brand (atmosphere, association with iTunes, etc) are deeply brewed in consumer’s minds. So I hope the don’t through out the baby with the bathwater.
As some of you know, I believe that restoring reputations usually turns out for the better. Companies come back stronger because they have to look deep into their souls. So Starbucks will surprise us all. I am rooting for Howard Schultz since he comes from Brooklyn where I live. Brooklynites stick together.
I have faith that Starbucks will become better then ever. Being a place of serenity during hard times that seem to be coming ahead would be a great position for them, I can see it now “Creating clarity in a cloudy world”. I support Howard Schultz, and Starbucks is so great with their social corporate responsibility I am certain they will do something to promote their positive and proactive position.
Well this is depressing. Stop writing like that, your posts are spoiling your reader’s mood. Boring.