“Speed without Strategy is Futile”

This quote from futurist Alvin Toffler is an important reminder for any marketer with a sense of urgency. And in today’s economic climate we can assume that’s most every marketer.

Consider Starbucks as they rush to establish a beach head of drive-thru locations at interstate highway exits across the nation. Ex-Starbucks marketer John Moore offers insight into how the advertising supporting these new locations is having a negative influence on the brand.

”There is not a faster, better, or cheaper route to commoditizing a brand than using unemotional language like: Faster, Better, Cheaper.”

Moore goes on to note how this strays from Starbucks marketing strategy. And in doing so he reminds us of another important reminder for marketers as we begin to explore what words like storytelling, experience and conversation mean to our brands. “Never allow a tactic to take priority over the company’s heritage and personality.”

Morning Juice uploaded by Rudy Malmquist
tags | advertising | marketing | brand

Comments

[Colin]

I prefer this interpretation:

"Speed kills, Del"

- Bucky the electrician, when the WKRP in Cincinnati crew did the live remote from Del's Electronics

[mark]

to illustrate this - where i live , Australia about 60 of the 80 in the country are shutting down, cheap message for an premiumpriced product (not sure whether the price position is the same in the US)... left consumers confused about the proposition and inconsistent message