Starbucks will prove an interesting test of this principle, given the very real problem of how to grow the business when there’s nowhere else to put a store. The trick with this stuff is, I think, to manage change in a narrative context. I remember reading that wonderful Jony Ive interview last month in which he said that they’d introduced the iPhone before the iPad because ‘everybody knows what a phone is.’ It was a bridge to the endgame. There’s a way to change things whereby they get stronger, but fear and novelty aren’t part of the recipe. Thanks for your comment!
Couldn’t agree more Bruce. Although McStarbuck’s has just introduced beer, wine and cheese into some of their stores in America. This too will prove to be too much change. I like IN and OUT Burger in California. The stick to the burger making and deliver against a simple promise.
Hey marketers, stop messing with your brand (Column)
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Starbucks will prove an interesting test of this principle, given the very real problem of how to grow the business when there’s nowhere else to put a store. The trick with this stuff is, I think, to manage change in a narrative context. I remember reading that wonderful Jony Ive interview last month in which he said that they’d introduced the iPhone before the iPad because ‘everybody knows what a phone is.’ It was a bridge to the endgame. There’s a way to change things whereby they get stronger, but fear and novelty aren’t part of the recipe. Thanks for your comment!
Wednesday, May 06 @ 1:07 pm |
Couldn’t agree more Bruce. Although McStarbuck’s has just introduced beer, wine and cheese into some of their stores in America. This too will prove to be too much change. I like IN and OUT Burger in California. The stick to the burger making and deliver against a simple promise.
Tuesday, May 05 @ 9:13 am |