We like routines and are often averse to disruption.Ĭonsider what happened several years when Tropicana unveiled a new product package that featured a glass of orange juice, which replaced its iconic orange with a straw coming out of it. In addition to expressions of our identity, brands also speak to our preference for the familiar. As Starbucks has noted in its advertising, it cares about the individual identity of the consumer the brand and its products is one means for consumers to express their individuality. Indeed, Starbucks has created a strong and powerful routine for customers, from how its products are ordered to baristas that call out drinks to consumers by name. Starbucks is more about the coffee-drinking experience that comes with its own “language” of ordering drinks, such as a venti nonfat macchiato with an extra shot. But its brand conveys more of a practical, coffee-as-fuel vibe. And Dunkin’, which recently dropped “Donuts” from its name and now offers espresso-based beverages nationwide, sells coffee just like Starbucks. It resonates with consumers’ desire and aspiration for elite performance. Although consumers’ penchant for the red cups might derive from multiple factors including holiday tradition, the stark and memorable contrast with Starbucks’ normally green logo might be one reason consumers have shown a fondness for this potentially potent marker.Ĭompanies know strong brands keep customers coming back. Starbucks has earned a place as a harbinger of changing seasons, such as with its pumpkin spice flavor that it unveils right around Labor Day every year. The holiday cup tradition, which creates both buzz and marketing opportunities, is a way for Starbucks to keep its brand top of mind and to engender customer loyalty. Brands are important to our identity and self-expression they help us understand who we are and signal that identity to other people. Why is it that each year, we pay so much attention to the new cups when what matters most is presumably what’s inside them? Brands matter, and Starbucks has a strong one. Indeed, the brand, in part, appears eager this year to both appease and please its customers who balked in past years when the company did away with symbols of the season. Many felt it was an attack on Christmas and Christianity in general. After all, some of them sure had a lot to say in 2015 when Starbucks released a plain red cup. Only time will tell how consumers react to the new designs. Starbucks is switching things up this year, and unveiled four new designs on Thursday: red and green cups with stripes, argyle, flames and mistletoe patterns.
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