Its ok to be 'Good Enough'

So I finally relented, and tried Starbucks Via today. Over the last 5 years my pallet has adapted to love only Espresso based coffee, but that was not an available option at an event I attended today.

Out of curiosity I tried Via instead of the brewed Coffee option, and was stunned to find it so drinkable. So much so that I was tempted enough to have a refill - an unexpected positive experience. Yet it wasn't really so unexpected, because they keep telling me it tastes better than brewed coffee...but that just was not believable until now.

For sceptics of Via like myself they could have done much more to get me to try it, to provoke me out of my apathy/rejection.

But how ? As I follow Starbucks on Twitter, they could have sent me a DM or @ message, and I wouldn't have minded that, because I'm enough of a fan to follow them. If they had incentivized me I probably would have driven to a store flashed my Iphone app and tried a free sample, but they didn't.
Ultimately they had my permission to change my mind because I had already reached out to them through my Twitter follow and my Iphone app, but in the end they got me by accident.

I struggle with the fact that by only delivering a 'good enough' (according to me) product they managed to change my perception and make me an advocate. I also struggle with how Starbucks is re-framing its coffee Equity. Do they stand for great tasting coffee or good enough coffee ? Do they stand for a great experience or more frequent good enough experiences ? I think you know which one to choose here ...right ?

Loyalty beyond reason = Nespresso

There are some brands that just permeate the soul, and in my case one of them is Nespresso. Acquiring the newly launched Citiz machine cost me 5 hours – the time it took for a round trip to my nearest Sur Le Table store (courtesy of the Chicago area traffic). Although the official launch was 1st August I have been enjoying my machine for 2 weeks now.NB this proves the power of exclusive launches works for brands (as Sur Le Table get a 1 month head start on the other retailers).

What did I get: a) exquisite design, b) an in built milk frothing (Aerocino) for Lattes and Cappuccino’s, and c) consistently darn good tasting coffee. I have already overinvested in 200 capsules (when purchasing my welcome pack) – and cant wait for the ongoing interaction with the Nespresso Club.

My next goal is to understand how well the folks at Nespresso build their brand relationship with me.

Battle of the Beans - Is McCafe Better Than Starbucks ?

The Good
Having seemingly lost its way as consumers tighten their discretionary spending at last Starbucks is back and returning to their premium (coffee) experience roots via the Inspired by Starbucks brand of stores.

The Bad
For years the key characteristics of:
a) great tasting coffee, and b) a truly unique and engaging experience, have been hindered by the push behind stretching the brand into for example, cold ice filled flavoured drinks - coupled with the sense that the role of the Barista was being diminished .

To make matters worse brands such as Dunkin Donuts and McDonalds (McCafe) have successfully infiltrated Starbucks territory and spent significantly to communicate their offerings. NB in Europe McCafe’s are also nicely decked out in comfy leather seats, wooden tables, and art alongside an offering of muffins, cookies etc.

The Ugly (Truth)
Contrary to the experts at Coffee Review, my current tally is a stirring 20:1 visits in favour of McCafe vs Starbucks. Yes, I freely admit to preferring a McCafe ‘Medium’ Cappuccino vs the ‘Tall’ Starbucks equivalent.

The winning Formula
Lower McCafe price (by 50c or so) + incentive (discount coupons on ‘Medium’ size) = Starbucks disloyalty.

But with hope of the “inspired by Starbucks” franchise on the horizon, perhaps there is a way for Starbucks to win back my business.

AND THE WINNER IS….INAUGURAL BRAND CURIOUS LOVEMARK NOMINATION GOES TO NESPRESSO

Ever since discovering the ‘Lovemarks’ concept from Kevin Roberts (CEO of Saatchi and Saatchi) ie a brand that generates loyalty beyond reason, http://www.lovemarks.com/. I have been weighing up potential candidates of brands that I am unreasonably loyal to, and so the inaugural Global Marketeer nomination goes to NESPRESSO.

The Pro’s: (captivating brand experience)

Nespresso has won my heart because it gives me a delightfully captivating experience each and every time I need it. I’m fanatical enough to visit a store everywhere I travel, and so be it Barcelona, Stockholm, Geneva, Frankfurt or New York, I’m left in awe at how they excel at deliveing a perfect brand representation of style, indulgence, and premiumness in each location. Add to this incredible on line work, eg this new Swiss website gives me access to their ‘experts’, providing yet another level of fascination to what Nespresso means to me.

The Con’s: (waiting for new product launches)

The low point is that new products are launched later in the US vs Europe - I’ve had to wait to get my hands on a new Citiz Machine. Although they’ve been missing out on my coffee capsule sales for the last 3 months, I don’t think they’re hurting right now - despite the current economic crisis sales are up : +20% . These girls and guys are damn good at marketing.