The exasperating state of modern marketing
Why is simple, straightforward clarity beyond so many organisations?
Add BT as a preferred source
WHEN I first read the other week that Starbucks was encouraging its staff to write notes on customers’ coffee cups such as “you’re amazing” and “seize the day”, I thought it was a joke.
But no. The company turns out to have an entirely serious plan to foster “moments of connection” with patrons that means any hapless purchaser of a caramel brulee latte now risks such an experience.
Customers may also be handed a cup with a smiley face or, if they look familiar, a note saying: “Hello again”. It’s all part of a turnaround strategy hatched by its latest chief executive, Brian Niccol, to boost its sagging sales. Niccol, former head of the Chipotle burrito chain, became Starbucks’ fourth boss in less than three years last year and, for the sake of the 360,000-odd people he employs worldwide, I hope he succeeds.
TRENDING NOW
ComfortDelGro’s Zig to buy S$10 million worth of BYD cars for private-hire fleet
Singapore telco price war squeezes earnings, strengthens case for StarHub-M1 deal, say analysts
Sats slides 13.6% as investors dump shares on profit-margin squeeze
When every phone becomes a satellite phone, what happens to Asia’s telcos?
