Starbucks has been underplaying its expertise says CEO Howard Schultz (http://online.wsj.com/article/SB120761010035596407.html?mod=mm_hs_marketing_strategy).
Somewhere between opening stores and inventing new Frappuccino flavors, Mr. Schultz says the company’s expertise in coffee selection and roasting – what the company believes to be a strong competitive advantage - was downplayed.
Now, with its new “Pike Place Roast” debuting today, the company will focus on its superior brewing and roasting abilities, joining McDonalds and Dunkin’ Brands in the battle for drip coffee consumers.
Those of you heard Starbucks Director/US Store Level Marketing Bill Black at our A&O Pre-CRS Seminar in Nashville, will remember Bill sharing that one of Starbucks’ goals was returning to its core business by stripping away distractions and asking questions like, “Who are we talking to?” “What do we do?” “What’s our benefit?” and “What unique attributes do we have that we can leverage?”
Touting their unique brewing and roasting skills then certainly makes strategic sense.
Imagine your station doing the same introspection. Would it help you insure that your strongest competitive advantages were being highlighted and not downplayed or hidden by the superfluous?
Try using Starbucks' questions to begin building a brand folder for your station. Then use that folder as a filter to refine what’s on your air. You may find some competitive advantages that have been lost.
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