Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.



Starbucks’ 15th Avenue. Starbucks’ TED?

Remember how crazy, desperate United and Delta got when JetBlue started making cheap flights cool? With those nutty flight attendants’ ad libs, TV in the seats and interesting snacks? They thought they couldn’t compete with that tonality, so they created two new sub-brands; Song even got Kate Spade to design the uniforms. Starbuck’s 15th Avenue may be the Starbucks’ version of TED and Song.

read original article



Comments

Related Thinking

strategic

Connect Your Firm’s Strategy to Its Identity

September 28, 2016

cultural

Weird’s Worth

September 28, 2016

economic

BlackBerry Abandons Its Phone

September 28, 2016

creative

Arch-ery: New Logo for University of Georgia

September 26, 2016