If you have been into a Starbucks the last few weeks, you’ll certainly feel the magic of the holiday season. Every Starbucks feels well-decorated but never over stated. You can smell peppermint and ginger as soon as you walk in.
If you want to add some flavor to your regular Latte, you can go for a Caramel Brûlé, Eggnog or Peppermint. And if you want to try one of the Christmas deserts, there’s Gingerbread loafs, Frosted Snowman cookies or the Cranberry Bliss Bar. Better yet, have you had one of those incredible Peppermint Brownie Cake Pops?
Starbucks came up with a 12 days of Christmas campaign that started on December 1st, which included special offers on ceramic mugs, gifts and free coffee.
When you reach the Beloved stage like Starbucks, it becomes all about the experience. While you can continue to attack yourself before others can attack you, it’s also about maintaining the love by creating a bit of magic to surprise and delight your most loyal consumers. For a brand that taps into routine, having a regular set of drinks and desserts around Christmas gives the consumers some festive favorites to liven up the routine a little bit.
From a pure business point of view, Christmas starts November 1st all the way to December 31st, which means one-sixth of your annual sales. On top of that Starbucks now has captured the entire calendar with specials around Valentines, St Patty’s day, Easter, Summer Drinks and Halloween.
To read on how to make your brand into a Beloved and Powerful brand, view the following presentation:
For all those who have followed the Beloved Brands blog, I want to thank you for reading and I want to wish you each of you Happy Holidays and I hope that you have an amazing year in 2013.
If you or team has any interest in a training program, please contact me at firstname.lastname@example.org
About Graham Robertson: I’m a marketer at heart, who loves everything about brands. My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand. I only do two things: 1) Make Brands Better or 2) Make Brand Leaders Better. I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth. And I love to make Brand Leaders better by sharing my knowledge. My promise to you is that I will get your brand and your team in a better position for future growth. To read more about Beloved Brands Inc., visit http://beloved-brands.com/inc/ or visit my Slideshare site at http://www.slideshare.net/GrahamRobertson/presentations where you can find numerous presentations on How to be a Great Brand Leader. Feel free to add me on Linked In at http://www.linkedin.com/in/grahamrobertson1 or on follow me on Twitter at @GrayRobertson1
I run Brand Leader Training programs on this very subject as well as a variety of others that are all designed to make better Brand Leaders. Click on any of the topics below:
- How to Write an Effective Brand Positioning Statement
- How to Write a Creative Brief
- How to Write a Brand Plan
- How to Think Strategically
- How to Drive Profits from Your Brand
- How to Run a Brand
- How to Write a Monthly Report