Consumerism

So the fundamentals of marketing start with consumerism. The idea of basing your marketing strategy around consumers' evolving preferences and needs. This comes in the form of status-symbol brands and luxury items. Even though this idea brings in so much revenue, the side effects include a self-focused culture, judgmental-ness based upon status symbols, and brand relationships as substitutes for human relationships. The relationship most brands build with their consumers today are mostly flash and bang entertainment brands that simply induce the consumer to purchase. Well we can't really blame a business for doing that.

I'm working on a theory to not rid, but improve the relationship a brand develops with its consumers. One of the more healthy types of relationships that I have personally witnessed in my life include relationships where you can learn from one another. I am thinking of evolving the current brand consumer relationships to more of a nurturing relationship, bettering consumers' overall state of mind. I would think a more teaching-like relationship will be a better brand approach to consumers.

Of course the first red flag that goes up would be consumers' tendency to rebel, due to their current irreverent nature. It seems that this idea just doesn't sell to consumers. But on the other hand, looking at one of the most famous campaigns - Dove Real Beauty, it was a more nurturing idea to help consumers see the light. It goes to show, that it really depends on the consumers to see whether or not you can pull the idea off.

NFL & P&G

So the NFL announced a sponsorship deal with Proctor & Gamble. The days of sporting leagues hooking up with beer and financial-services companies for sponsorship is over.. But does that mean they should turn to CPG firms? I thought it was an odd mix when you see an NFL football on a febreze ad. The clash of masculinity and femininity violates the tone of both brands. I think the brand collaboration works with certain "locker room" brands such as Old Spice or Gilette.

Given that mostly women purchase P&G's products, I don't think the dominant masculine football attendance will find the collaboration as attractive. Given 33% of regular season attendees are women, P&G will benefit from a small portion of the NFL's target. Sure some people think this will be a smart move, but I don't think this will be an iconic collaboration. We'll see if people are buying the NFL branded febrezes.

I'm in, are you?

The new Starbucks marketing campaign encourages everybody to volunteer 5 hours within the span of a year to earn a delicious, warm cup of joe. From Jan. 21-25, if you drop by your local Starbucks, you can pick up a pledge card and your coffee. Partnering with Hands On Network, 

Here's the ad they're doing.

http://adage.com/brightcove/single.php?title=8773173001

I think it's a powerful heart loyal, retention, and stimulate demand campaign they're doing. Starbucks' model provides a more participatory and responsibility campaign that opens its customers to the communities around them. It educates people on the importance of a community and giving back. Starbucks takes a leadership role by first giving to the Starbucks community, hoping for a ripple effect. Personally, it encourages goal setting - 5 hours can be done with 25min/month, and individually develops a person's character.

Marketing Kudos to Starbucks for its smart timing as the campaign is just around the presidential inauguration and MLK weekend. Also, riding the waves of Oprah's endorsement, I'm in has gotten a lot of media exposure lately. This campaign ultimately adds value to the customer and the community.

With this new positioning statement, Starbucks stands with societal value as a harbinger of light. Starbucks is embarking on a brand building endeavor with Project Red and now has a non-traditional campaign in their portfolio. However, this distracts from their original business model of the Starbucks in-house experience and quality product (as Dunkin and Beaner's claim to have a better brew). Strategically they're focusing more on quality and retaining their loyal customer base, and drawing in new customers as well, but I ask the question, would this raise sales? There's no real incentive to drink buy starbucks when you're volunteering because this campaign is more external. What will Starbucks do with the heavy amounts of store closings this year? How will they compete with better tasting and invigorating brand reputation giant Dunkin Donuts?