(Image credit: Peter Sawatzky and his local tire store.)
Hey Colin,
Last October, we started talking with others at work about how much the Big Reset would reset things. We wondered how today's decision making should or would impact the design of tomorrow's product positioning.
Should we question, at least temporarily, the underlying margin and competitive dynamics implied by the concepts in Trading Up and the Paradox of Choice?
That question was percolating when Starbucks introduced its most recent advertising campaign (here's a piece from the WSJ).There are probably lots of things to say about Starbucks' creative strategy including whether or not it is designed for loyalty.
In addition to those question, this passage in this AdAge piece took me right back to our conversations from October:
So the chain is simultaneously saying Starbucks isn't as expensive as it's been painted and that it's worth paying more for. Mr. Davenport said the current economy necessitates both messages.
McDonald's and Dunkin have taken advantage of the current context and thrust themselves into the consideration set for consumers. In response, it seems like Starbucks is, via its communications, evacuating the middle.
So, what do you think? Is Good Better Best alive and well? Is it on temporary hiatus? Done for the time being? Does it make a difference when it's about how you're broadly positioned in the market or when someone is positioned in front of your menu?
