I’m not as unsettled about Starbucks selling smoothies as I am about Starbucks approving this billboard:
Sadly, this is another decision the company has made which has “… lead to the watering down of the Starbucks experience, and, what some might call the commoditization of our brand.” [SOURCE]
As marketers, we know there is not a faster, better, or cheaper route to commoditizing a brand than using unemotional language like: Faster … Better … Cheaper.
Back in the day, Starbucks marketers were coached to: (1) NEVER communicate like a fast food company; (2) NEVER convey a new and improved mindset; and (3) NEVER allow a tactic to take priority over the company’s heritage and personality.
Today is a different day. However, if Starbucks is to truly transform itself back to what in once was … it needs to also transform the language it uses.