Brand InPosition by Jake Crocker

This year’s MTV Video Music awards, or more specifically Kanye West’s interruption of Taylor Swift, have been all the talk this week in the media, at the water cooler and apparently even in the Oval Office.  But unlike most other trivial celebrity gossip, there is a lesson in personal branding we can all learn from here that is playing out to the benefit of all party’s involved.

The way Sunday’s night’s events played out could not have been scripted any better for all party’s involved even by the best PR person (or could it?).  Here you have three artists involved, each of whom are a major product and therefore a brand within themselves. A brand, which is essentially defined as an expectation of performance is what each of these individuals are and each one of them performed perfectly up to their brand expectations Sunday night.

The very core of Kanye West’s brand is that he’s a self-centered, outspoken and non-conformist. It’s he very thing that makes Kanye, Kanye. During the ceremony he interrupted Taylor Swift to assert his opinion as superior to the millions of MTV viewers that selected Taylor Swift’s video as the year’s Best Female Video. Is this really surprise? If you look at incidents from past awards shows, listen to his lyrics or remember his outburst during the Hurricane Katrina telethon then why should anyone be surprised he held his own opinion in higher regard to everyone else’s. The difference this time was who he interrupted, someone his complete opposite, and that is why this particular incident has gained so much attention.

Contrasting Personal Brands at Work

Taylor Swift is as contrasting a personality to Kanye West in the music industry as you can get, allowing him to stand out even more. The teenage country singer is one of the music industry’s top selling young starlets these days. Her songs, and the video she won the VMA for in particular, are all about her own personal vulnerabilities that most teenagers can relate to. Her brand is therefore is all about being the sweet, innocent, rising, young, starlet who’s just excited to be receiving so much attention and, like most country music artists, extremely appreciative to her fans. A role she played perfectly the very next day during her appearance on The View.

The third personality in this whole controversy, and one whose brand really shone through strongly was Beyonce; the gracias diva who has been toping the charts for most of the past decade. The very person who Kanye West stood up for earlier in the show, won the biggest award of the night, Video of The Year, and neatly tied the whole thing together at the end. During the acceptance of her award, Beyonce redeemed Taylor Swift and stayed true to her brand by allowing “Taylor to have her moment” at the conclusion of the broadcast.

Let’s not also forget that the VMA’s, MTV’s premier awards show, which has been declining in relevance over the years, is also now the major celebrity new story of the week. This of course was sure to have drawn increased ratings for the show’s rebroadcasts and major traffic to their website. All of this was a resounding win win for everyone involved, endearing each of them to the very people that mean the most to them – those that buy their music. It all came together a little too perfectly in my opinion, but I’ll leave others to continue to speculate on that as I’m here to talk about your personal brand.

How does do these particular celebrity antics relate to you though? I’ve defined their individual brands and explained how their actions helped enhance who they are so they can stand out. Now what’s your brand? Who are you? What unique and valuable skill or personality component differentiates you from those competing against you?

In this economic environment, determining your own personal brand and consciously perpetuating it is more important than ever. You’re out there every day competing against those calling on the same customer’s you are or the person in the next cube over vying for the same promotion just like these music artists are competing against others to sell more music. Just like a product positioning itself in the marketplace, being able to differentiate and position yourself to stand out amongst your peers is the key not just for survival, but also for your long term success.

So yes being considered “a jackass” by the President of United States is in this particular case beneficial but I would not recommend you applying this same tactic. Look into yourself, find out who you are and what makes you great; then make sure everyone else knows it as well.

Brand InPosition is written by Jake Crocker, President and Chief Strategist at Crocker Strategic Marketing (CSM), he can be contacted at jake “at” crockerstrategy “dot” com.

Brand InPosition by Jake Crocker

15^th Ave Coffee & Tea is a new local coffee shop in Seattle designed to give its patrons a quality experience and product, as well as an alternative to that Seattle-based mega coffee house chain. A shop that’s very similar to the growing number independently owned community coffee shop in cities and towns across the country. So what’s different about this one and who are the local entrepreneurs involved in this new venture? The difference is 15^th Ave. is no indy shop after all, it is wholly owned and operated by Starbucks themselves, the Starbucks brand name however is nowhere to be found.

Deceptive? Some think so

Welcome to the ne world of “unbranding”, where a major brand is producing and marketing a product without leveraging the power of its own powerful brand name. While this concept has some people such as AdWeek Magazine’s Barbara Lippert admittedly confused and “scratching her head” as she admits in this NPR interview, I see it as proof that a brand’s core values can build a successful business no matter what name is on the sign. Others may feel this is deceptive or fake, but I see it as Starbucks getting real by giving consumers an experience that’s more authentic to them than the cookie cutter shops they’ve been cranking out over the past two decades.

Starbucks has always been about providing a quality product and a “rich customer experience”. This is a mission it will share with 5^th Ave Coffee & Tea. In reality though, this is Starbucks getting back to its roots, something they have been drifting from over the past few years, and something I even called them out on two years ago.

The show Friend's helped make coffee shops popular

It was Starbucks after all, along with a little help from our Friends Ross, Rachel, Phoebe, Chandler and Monica, that perpetuated the rise of the coffee shop over past 15 years as a “3^rd Place” alternative to your home and office. Their model has been, and continues to be, replicated by hundreds, possibly thousands of indy coffee shops all over the country. Through most of that time, even though it was a national chain, most locations still maintained a hip, local vibe to it. Well now it’s time to take what was great about the brand away from the monster it created – it’s own brand name.

By taking the core values that the Starbucks built it’s brand on, plus it’s proven best business practices and now tailoring new shops specifically for the community it’s in, you’ve got the right blend for success. A local brand that’s not fake, but rather through a little more effort much more customized for it’s clientele; like a tailored suit rater than one off the rack.

Captain Buzzy's Beanery in Richmond, Virginia's Church Hill neighborhood. A truly authentic community coffee shop

Here in my own hometown of Richmond, Virginia a decade ago I couldn’t tell you where a Starbucks was, now like most cities they’re everywhere. Also everywhere now are local coffee shops and even local chain shops. All of which are seemingly doing well, but what is particularly striking is the local character and community feeling at the indy shops, while the Starbucks all feel pretty much exactly the same anywhere you go. I now prefer the indy shops, problem is most of the time I would prefer to be there surrounded by the local vibe and personality, but have Starbucks product in my hand. This is what 15^th Ave. is all about, creating an authentically local establishment with a proven product. The Starbucks brand name stands in the way of that, but the Starbucks brand values work perfect for this model.

In economist Dr. Richard Florida’s best selling book “Rise of the Creative Class” he discuss how the creative class, a core coffee shop constituency, prefers authentically local establishments over chains. The owner of the business is irrelevant as long as they get an experience that is unique and authentic to the community rather than something that can be found in Anyplace, USA. With this model Starbucks has the opportunity regain its rapidly fading mojo by creating individual shops, each with their own identity, their own personality and most importantly their own community.

Brand InPosition is written by Jake Crocker, President and Chief Strategist at Crocker Strategic Marketing (CSM), he can be contacted at jake “at” crockerstrategy “dot” com.

GI Joe Movie – typical action packed movie promo, well done, movie will do well if it’s as good as this preview

Ronald McDonald House – Little girl donates a penny, pulls the emotional heart strings and guilt’s you into donating yourself

Hyundai Genesis – Hyundai trying to position itself as cheaper high performance vehicle, good message in this economy

Hyundai Genesis Coup – All about high performance, good follow from the last one, will drive a lot of traffic to the website

Bud Light – guy gets thrown out window for suggesting budget cuts start w/ Bud Light. Timely humor but not really that funny

Angles and Demons movie promo – good will peak interest of those whole liked the da Vinci code and do well at the box office

Audi-guy from the Transporter movies moves through time while changing cars. Good effects, Audi a sleek, high performance car

Pepsi-Dylan and Will-I-Am sing Stay forever young. Goes after the younger demo, connects to the past, always the drink of the young

Doritos – Guy looks into crystal ball and asked for Doritos, then uses it to break vending machine. Mild humor, no selling point

Bud Light – Conan O’Brien convinced to do German TV spot. Funny, but not sure what it has to do with drinking beer

Year One movie promo – not sure what this is about, Jack Black and the guy from Super Bad are back in time doing something funny.

Toyota Venza – pushing design and personal functionality on what looks to be an average car. Less than compelling

Bridgestone – Mr. & Mrs. Potato Head are navigating curvy mountain road. Interesting, shows tire performance. Good

Fast & Furious movie promo – looks like the original cast is back after 2 blah sequels. Should excite fans of the first one.

Castrol-Monkey mechanics in the garage, nothing to do with motor oil. Monkey’s are over used, no selling point, only mild humor

Land of The Lost movie promo – Shows classic Will Ferrell humor, his fan’s interest will be peaked.

Doritos – shows good things happening when you eat Doritos, getting hit by bus when you don’t. Good humor, not showing real benefit

GoDaddy.com-guys watching Danica Patrick in the shower on the web, says web site unedited. Good, will drive huge traffic to the site

Pepsi Max – Good physical humor of guys doing guy stuff, says it’s diet cola for men. Funny, will appeal to men

Pedigree-Shows wild animals and how they don’t behave like dogs then says get a dog, help us help dogs, pet adoption, great message

Budweiser – Clydesdale retrieves branch after the dog retrieves the stick. Nice ad, continues Clydesdale ad tradition

Budweiser – Clydesdale escapes to track down lost love. Awww, horse love, emotional and sweet. continues Clydesdale tradition.

Star Trek movie promo, Wow! Completely changes the image of Star Trek, will appeal to mainstream audiences, not just Trekees

G finally revealed as Gatorade, a little too esoteric, goal to drive traffic to missionG.com

Cars.com, pushing the message of car buying confidence as even the overachiever is nervous about buying a car. Good ad, good build up

Hyundai Genesis, touting 2009 car of the year award by showing pissed off competition. Good ad, brings credibility to the brand

E-Trade-continuation of cute talking baby campaign with message of take control of your investments in tough times with etrade. Good

UP movie promo, shows caliber of Disney-Pixar animation, not sure what the movie is about other than a floating house

H&R Block-Death mad at his accountant because he did not double check taxes like H&R Block does. Interesting, conveys benefit. Good

Teleflora.com – Well done shows benefit clearly, hand delivered flowers are much better than box delivered. Good intro to new brand

Cheetos-Apparently pigeons like Cheetos and Chester Cheetah is evil. Not a good campaign, in no way endears consumers to the brand

Monsters vs. Alien 3D movie preview. Shows animation quality and story line well. Good cross promo for Intel

SoBe – Ballet dancing players break into hip hop with SoBe Lizards and characters from Monsters vs Aliens. No product benefit at all (I got an instant reply from SoBe on this once claiming their goal was just to get people to talk about the spot. I disagreed with this tactic, if you advertise a product you should get them interested in the actual product)

Coke-Animated characters mix with real people, share Cokes with the tag open happens. Interesting are they promoting be open minded?

Bridgestone – Jump around on the moon with Bridgestone tires, except tires are stolen. Funny, shows their tires go anywhere I guess

Denny’s – mob bosses get cute breakfast, breaks into time for a serious breakfast at Denny’s. Good humor, nice message

Monster.com – Moose head in bosses office is really full Moose with rear in employee’s face on other side. funny, good message.

Budweiser – Great grandpa Jake the Clydesdale comes to America from Ireland and tried to find his calling pulling the Budweiser wagon

Race to Witch Mountain movie promo, movie starting The Rock. Might have to see that again to understand what it’s actually about.

Careerbuilder.com – Well done! Reinforces message about hating going to work over and over that’s almost but not quite annoying

Coke – insects steel Coke from guy. Good brand reinforcement ad Great effects!

Frosted Flakes – Promotes their charitable efforts to reseed playing fields across the country, asking viewers to vote online. Nice!

We seem to have run out of commercials, all local spots and NBC promos now. This game has had an unusually high number of breaks in action

Hyundai – promoting their assurance program, says if you lose you income then you can return the car. Nice program, ad to the point

Coke Zero – Troy Polamalu playing classic Mean Joe role, Coke brand managers interrupt because of brand infringement. Well done!

Cash4Gold.com-Ed McMahon & MC Hammer sell their gold items online. Well done, almost the perfect commercial, funny and clear message

Vizio- Basic ad about the their simple, value priced flat panel TVs. Message clear but spot fails to grab attention

Taco Bell-Guy meats girl at party, waist no time calling her asking her to dinner at Taco Bell. Is speed the message here? Not sure.

GE – promotes their smart grid technology using the TinMan from the Wizard of Oz. Interesting, did they need to buy a SB spot for this?

Hulu-Alec Baldwin is an evil alien trying to turn brains to mush by beaming TV programs to computers. Good product demo and funny!

GE – Kid captures the wind in a jar promoting GE’s wind energy initiatives. Good, but GE should have saved their $3 mil. (I was reminded later that GE owned NBC, who knows how much they paid)

Pepsi – Macgyver parody Macgrubber pokes fun a product placement. Great example of bad advertising, poor execution of weak idea

BL Lime – making a summer bubble in the winter and staying in a “summer state of mind”. Good message, good effects. Well done

GoDaddy.com – Danica appears in familiar trail scene from spot a few years ago, talks about “enhancements”. Good traffic driver spot

Transformers 2 movie promo, looks a lot like the first Transformers. First one was great so that spot should get everyone back in.

Super Bowl final: My votes for best ads go to: #1 Careerbulder.com, #2 Cash4Gold.com and #3 Hulu

Jake Crocker is the President and Chief Strategist at Crocker Strategic Marketing, he can be reached at Jake@CrockerStrategy.com

For years, even dating back to the early days of television, we’ve seen deferent forms of branded entertainment, especially in the movies. Usually we see it in the form of very subtle product placements, with a product mention here or a logo there, the exception being Michael Bay’s The Island which went placement overboard to help fund the film.

The Doublemint example is different though, because the music for “Forever” was actually written for the new Doublemint spot first and then extended with new lyrics for the hit song while retaining the line “Double Your Pleasure, Double You Fun”. Not only was that line kept in the lyrics, but in the video’s opening scene shows Chris Brown popping a stick of Doublemint Gum into his mouth just before entering the dance club. The whole thing was a well planned out tactic to get Doublemint inserted into popular culture, and it worked.

This spot is part of a three spot campaign designed to inject energy into Wrigley’s three major gum brands, Doublemint, Big Red and Juicy Fruit by using popular recording artists in highly stylized, upbeat ads. But only the Doublemint campaign transcends advertising and directly influences pop culture, even if very few people actually realize that they’re dancing to a gum ad.

Credit the strategic minds at Translation Advertising who, according to The Wall Street Journal, produced the campaign as part of their idea to contract popular recording artists to help write and conceive songs that would promote products and receive airplay. Their first attempt to do this failed when a new McDonald’s “I’m Love’n It” jingle was recorded by Justin Timberlake, but the song was never added to his album or released to radio stations. With Brown they tried it again with original music and nailed it.

With the success of the Forever/Doublemint Gum experiment, will we see more efforts like this? Do we even want to see more of this? The answer to the first part is yes we most likely will; the answer to the second part is yes if it’s done as well as this, but we’ll most likely see plenty of botched efforts to go with the good ones. I’m willing to bet none as successful as this, in the mean time you hear Chris Brown and can’t resist breaking into a step or two, try not to swallow your gum.

Jake Crocker is a Partner and Brand Marketing Director at Martin Branding Worldwide, Inc.

I must admit the I’m a Mac campaign Apple has been running over the past couple years has been one of the more effective consumer product campaigns. This campaign contributed heavily to Apple’s rapid gain in market share against their Microsoft Windows operating PC competitors both in the US and Worldwide. The campaign painted PC as difficult, inferior and just not cool or with it, while at the same time portraying Mac as cool, calm and collective personality who is with it. The stereotypes were dead on and of course everyone wanted to be the Mac guy and not the nerdy PC guy. All the wile Microsoft sat back and absorbed the blows while Apple kept the campaign rolling.

So when it was announced several months ago that Microsoft hired hot Miami ad shop Crispin Porter + Bogusky, I was very interested to see how the firm that put some life into Burger King and the edge back in Volkswagen would handle the bland brand Microsoft’s Windows operating system had become. The solution, directly address the PC stereotype and then rebuild the Windows brand by clearly and compellingly demonstrating that PC is in fact the computer of and for everyone and force Mac back into the niche market box it lived in through most of the 90’s and early 2000’s.

This new approach works for one simple reason, it speaks the truth. Although I’m personally caught in between both brands by sitting here typing away on my MacBook that’s running a Windows XP operating system (yes, you can do that now), the truth is the vast majority of computer users are still using PC’s running Windows at home and at work. These are not all geeky computer guys, although those are the guys that usually fix them (see my blog on Geek Squad), these are people of all ages, sexes, interests, professions, political opinions, levels of creativity, styles of facial hair, celebrity status and apparently even those who express that creativity by “challenging” the law.

The PC and therefore the Windows operating system by Microsoft is truly the brand of everyone and this campaign absolutely nails that position. The position is clear and the execution is outstanding, not only just with the new series of TV spots, but with the matching internet ad campaign and the new windows.com website where PC users can upload pictures of themselves as a chance for everyone to tell the world that “I’m a PC”.

Jake Crocker is a Partner and Brand Marketing Director at Martin Branding Worldwide, Inc.

In anticipation of next week’s premier of the second season of the fantastic original series Mad Men on the AMC network, I wanted to share and discuss this scene from last season of the show’s main character Don Draper pitching Kodak’s Carousel slide projector.

This scene is set in the fictional 1960’s Madison Avenue advertising agency that is the primary setting of the show; a time that’s well before the term “branding” was in common use. This is back when ad agencies were hired to recommend the core positioning of their client’s product or service and communicate that position to the public on their behalf. This is what we call branding today — connecting the core message of the product to the consumer and setting the expectation of performance. Unfortunately today most ad agencies skip positioning and just ask their clients what they want to say and are really just in business to find clever ways to say it. I should know, as earlier in my career it was my job to do the asking; now it’s to do the recommending.

In this clip Don Draper explains to the executives from Kodak that it is not the new technology of the slide projector wheel that will resonate with the costumer, but rather that customers need to “be engaged in a level beyond flash” and they must be able to have a “sentimental bond with the product”. Well said Don! This is exactly what branding is all about and what every product or service must have at the core of its brand – an emotional trigger that causes the customer to react and connect to what benefit that brand delivers.

At my firm we like to use Volvo as a great example of a brand that has the concept of Safety as the emotional trigger at the core of its brand – the one thing that their customers have been responding to – and Volvo has been delivering — consistently for decades. Safety is great as there is not much stronger of an emotional motivator than self-preservation and protecting one’s family. In the clip, Draper taps into the emotional nostalgia and memories of one’s own childhood and family – which he demonstrates by showing slides of his own – and concludes by saying “it takes us to a place where we ache to go again…..it’s not called a wheel, it’s called a carousel”.

Whether this is an accurate depiction of how Kodak came up with the name Carousel for their rotating slide projector or not is anyone’s guess, but it’s definitely a product name that clearly and compellingly evokes the emotions of personal memories. More importantly though, this product actually delivers on that promise and that is what a good brand is all about.

Jake Crocker is a Partner and Brand Marketing Director at Martin Branding Worldwide, Inc.

Firedog, launched a little over a year ago is the brand Circuit City created to take on their arch rival Best Buy’s, Geek Squad. It is a brand that according to Circuit City CEO Philip J. Schoonove , “represents consumers’ relationship with technology” and wants Firedog to be your “best friend.” That has a nice ring to it, it’s all about establishing relationships, and more specifically the trusting relationship one has with their best friend. Whether establishing a relationship with a human or canine, there is an emotional connection there, which is important to building any brand. But is that the type of relationship or emotion needed to get my internet service connected? Not exactly.

This is where Geek Squad nails it; they’ve built a brand around the concept of computer geeks that come to your rescue and gets your system working again. My best friend is great for getting together for a few drinks and discussing life, but when it comes to getting my stuff working right I’ll call the computer geek every time. Sure it’s a stereotype, but there’s something about a socially awkward, fashion challenged guy with taped glasses and an obsession with fantasy role playing that assures me that they know there way around my computer and entertainment system. Does that have an emotional connection though? You bet it does, confidence and security is a strong emotion and one that is crucial when it come to a customer’s big-ticket purchase and vital communications connections.

It’s not just the image the name conjures up though; Geek Squad’s holistic branding approach integrates their core brand throughout into their entire organization. Everything from their “agents” dressed in white shirts and black ties, driving the always offbeat Volkswagen Beetle to applying a whole fantasy secret spy organization themed hierarchy to their organizational structure. For example the head of Geek Squad is called “Chief Inspector”, managers of standalone stores are called “Precinct Chiefs” and even the call-in technical support guys are called “Covert Operators”. By doing this, Geek Squad is living and breathing their brand every day and the public is buying into it.

Pushing the Geek Squad brand to the market has been equally excellent as they nail it in their commercials featuring geeky stuff like jet packs and teleports. However where they really do a great job with pushing the geek brand into the public consciousness is with their unique non-traditional media tactics, like claiming their own category in an episode of Jeopardy.

So what is Firedog doing to live their “best friend” brand? They certainly look like nice clean cut suburbanites, dressed in their khakis and a lime green polo shirts with the Firedog logo on it. Someone that I would feel comfortable with letting in the house when they came to my door like they were one of my real friends. But they don’t exactly make you feel secure that they’re going to do a good job hooking my system up. However, I might ask them if they wanted to play a round of golf with the guys and me this weekend. After all, they’re already dressed the part.

Hey Geek Squad, my router is not routing anything right now, can you come over and fix it? Just make it tomorrow morning; I’ve got a noon tee-time with Firedog.

Jake Crocker is a Partner and Brand Marketing Director at Martin Branding Worldwide, Inc.

Senator Obama’s current run has been carried on the strength of his core brand: CHANGE. Change has been his message from the beginning and unlike the other candidates he not only speaks about change, but like any good brand, he is in every way the very embodiment of his core brand position. Like any great marketing campaign, while Clinton was constantly changing her message, Obama stayed consistent and continued to drive home his message of change clearly and compellingly throughout the entire primary process.

If he is to continue his successful run, Obama’s VP choice needs to be a decision based on what is best in-line with his brand position. Hillary Clinton is therefore not the right choice as she is in fact she is the very opposite of what he represents. The change message is not just a change from Bush message it’s about change from politics as usual in Washington and especially in the White House. Wouldn’t adding someone to the ticket that has actually lived in the White House and has now firmly established herself as a major player on Capital Hill represent the very opposite of change? Yes it would, and no matter how you spin it the American people won’t buy it.

Obama has not wavered one bit from his brand position of change, the position that has carried him to this point. With such a crucial decision to make in a race that is sure to come down to the wire, he only has to continue to practice what he has been preaching this whole time to guide him with making his choice in a running mate.

Jake Crocker is a Partner and Brand Marketing Director at Martin Branding Worldwide, Inc.

Big Brown’s success could represent a sort of NASCARization of horse racing. Gambling is what has made this a profitable venture for the owners, but it takes plenty of money to purchase, train and care for a horse and more times than not this is a unprofitable or at best break even investment. Enter corporations like UPS and now, from its name to the UPS logo on the jockey’s leg to even what the horse itself represents – speedy delivery (in the form of a large brown vehicle) with Big Brown, UPS is using an avenue that has never been used before to advance a major brand.

Does this mean that other company’s will jump on the bandwagon and soon you’ll no longer see horses named Smarty Jones, War Emblem and Thunder Gulch, instead replaced by horses named after FedEx, Miller Light and Viagra? It’s not that far fetched, certainly product branded race teams is the reason why NASCAR went from southern dirt tracks to the multi-billion national sport that it is today. Win or lose, these teams make for a good investment because of what sponsors are wiling to pay for the exposure. So more horses nicknamed after their sponsor and jockey’s—or even the horses themselves—loaded with product logos could very well be on the horizon, especially after all the exposure Big Brown has received.

In today’s cluttered marketplace where brands have to compete more than ever for attention and advertising in traditional media gets less and less effective; company’s are going to continue to look for more and more opportunities such as this get their mark in front of a captive audience. It just so happens that a centuries old sport could be one of the latest ways to accomplish that.

Jake Crocker is a Partner and Brand Marketing Director at Martin Branding Worldwide, Inc.

The core of the Starbucks brand is not coffee, but on the overall experience (including coffee) that a Starbucks coffee shop provides its customers. From the moment you walk into the shop you are immersed into and environment that is welcoming and provides an escape; an environment built to create loyalty and kept caffeine craving customers coming back again and again.

For many their local Starbucks become their third place – that is the place where people could grab a cup of coffee, read the paper, fire up their laptops and stay for a few minutes or a few hours without any pressure to clear the space for the next customer. For most it was more than just a great cup of coffee, it was an escape to from the chaos of home and work.

So when you build a brand who’s very essence, and therefore success, is based on providing an certain experience, how do you justify altering your format so now your customer’s don’t have to come into the shop anymore? For short term profits, I have no doubt it will be a success, but success that will come at the cost of diluting the brand and sacrificing its long term value.

A new one just opened less than a mile from my house, making it very easy for me to zip in every morning to grab my Iced Caramel Macchiato to go. But you know what, I never go; instead I hit the Starbucks near my office where I can grab a cup and read the newspaper, because after all that is what Starbucks is all about.

Jake Crocker is a Partner and Brand Marketing Director at Martin Branding Worldwide, Inc.