Color Diagram

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Color Diagram

  1. 1. Starbucks to Dumb Starbucks: Don’t use our trademark http://money.cnn.com/2014/02/10/news/companies/dumb-starbucks/index.html?iid=HP_LN Amanda Bentley Professor Klinkowstein Selected Business Article
  2. 2. Amanda Bentley Professor Klinkowstein
  3. 3. Research Article • Dumb Starbucks- parody/art piece • Used similar name, menu, sizes • Added “Dumb” before all names Amanda Bentley Professor Klinkowstein
  4. 4. Research Article • Starbucks could not contact creator • Emphasized “no affiliation” • Weighing options, may sue Amanda Bentley Professor Klinkowstein
  5. 5. Ethnographic Research Options • People drinking/ buying coffee at school • People at local Starbucks • People at other local coffee shops Amanda Bentley Professor Klinkowstein
  6. 6. Ethnographic Research Amanda Bentley Professor Klinkowstein Students were observed alone and in groups at Café on the Quad and the Library Café at Hofstra University while purchasing coffee.
  7. 7. Student at Café on the Quad Amanda Bentley Professor Klinkowstein
  8. 8. • Students at café are mainly alone. • Everyone is either on a cell phone, laptop, or doing work. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations
  9. 9. Students in line at Café on the Quad to buy coffee. Amanda Bentley Professor Klinkowstein
  10. 10. • No one makes an effort to talk with other people around them. • Only voice is boy using an iPad to Skype. • Music overwhelmingly loud compared to silence of customers. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations
  11. 11. • Cold gust of wind from doors, most people leave jackets on. • Customers seem uncomfortable, like they want to leave. • Most looking out window, avoiding eye contact with others. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations
  12. 12. Student looks out window and wants to leave. Amanda Bentley Professor Klinkowstein
  13. 13. • One girl at window continuously looked out the window uncomfortably, has book open in front of her but isn’t really reading. • Girl at table across from me checking phone nervously. She has multiple bags and seems to be waiting for something/someone. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations
  14. 14. • Most people who come in are alone and leave immediately after getting a drink. • Two people coming in together, a boy and a girl. The girl is talkative and seems out of place among the rest of the customers. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations
  15. 15. • Two new girls sit across from me. Whisper to each other as though the people who are not talking will be listening to them. • Both of these girls stay in their coats. They are talking but staring at their phones, not making eye contact. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations
  16. 16. Student in the Library Café Amanda Bentley Professor Klinkowstein
  17. 17. • Library café is much more quiet. • More people studying. • Most listening to headphones. • Those buying coffee are quick in and out. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations
  18. 18. Student sits alone and listens to music in Library Café. Amanda Bentley Professor Klinkowstein
  19. 19. • One girl has papers spread unorganized across a table and is drinking iced coffee. • Boy on iPad has headphones in and his lunch of a burrito bowl taking up much of his table. • Not many people buying coffee. Amanda Bentley Professor Klinkowstein Ethnographic Research Observations
  20. 20. Student does work, listens to headphones, and drinks coffee. Amanda Bentley Professor Klinkowstein
  21. 21. Amanda Bentley Professor Klinkowstein • A boy and girl are talking to each other and seem out of place with the others. • Girl consider skipping class because she is tired, but goes to order a medium late instead. • As soon as the boy leaves, the girl puts on her headphones. Ethnographic Research Observations
  22. 22. Ethnographic Research Findings • Students seemed uncomfortable being alone • Those who were alone made themselves look busy with work, headphones, phones, etc. • Most seemed easily distracted or impatient, waiting for something to happen so they could leave or speak with someone else. Amanda Bentley Professor Klinkowstein
  23. 23. Additional Research “Patrons would visit their favorite coffeehouses several times a day to… talk to other coffee drinkers, both friends and strangers. Some coffeehouses specialized in discussion of particular topics, like science, politics, literature or shipping. As customers moved from one to the other, information circulated with them.” http://www.nytimes.com/2013/06/23/opinion/sun day/social-networking-in-the- 1600s.html?pagewanted=all&_r=0 Amanda Bentley Professor Klinkowstein
  24. 24. Additional Research “Reduced interaction with fellow citizens probably only reinforces a person’s own beliefs.” http://www.economist.com/blogs/democracyi namerica/2012/09/socialising-america Amanda Bentley Professor Klinkowstein
  25. 25. Additional Research “If you’re a social person, it means you like to spend time with other people. But this definition conflicts with today's concept of social networking, in which we interact primarily with screens rather than with people.” http://mashable.com/2011/12/22/real-world- social-networking/ Amanda Bentley Professor Klinkowstein
  26. 26. Proposal for an Innovative Business A space for young professionals to connect and share creative ideas with others in their area who they would not otherwise have the opportunity to meet. Amanda Bentley Professor Klinkowstein
  27. 27. Proposal for an Innovative Business Provides a topic of conversation as well as a meeting location for motivated individuals to utilize the networking tool. Amanda Bentley Professor Klinkowstein
  28. 28. Proposal for an Innovative Business A young creative with an idea for a startup finds a professional partner to enhance their business plans. Amanda Bentley Professor Klinkowstein
  29. 29. Existing Taglines Amanda Bentley Professor Klinkowstein
  30. 30. Existing Taglines Amanda Bentley Professor Klinkowstein
  31. 31. Existing Taglines Amanda Bentley Professor Klinkowstein
  32. 32. Image Research Amanda Bentley Professor Klinkowstein
  33. 33. Image Research Amanda Bentley Professor Klinkowstein
  34. 34. Image Research Amanda Bentley Professor Klinkowstein
  35. 35. Image Research Amanda Bentley Professor Klinkowstein
  36. 36. Image Research Amanda Bentley Professor Klinkowstein
  37. 37. Image Research Amanda Bentley Professor Klinkowstein
  38. 38. New Tagline Innovation at Work Amanda Bentley Professor Klinkowstein
  39. 39. Manipulated Background Image for Tagline Amanda Bentley Professor Klinkowstein
  40. 40. Final Tagline Study Amanda Bentley Professor Klinkowstein
  41. 41. Workings and Output • Creative individuals • Use service to connect with others • Provided topic • Provided location • Innovative ideas created • New network contacts Amanda Bentley Professor Klinkowstein
  42. 42. Diagram Sketches Amanda Bentley Professor Klinkowstein
  43. 43. Diagram Sketches Amanda Bentley Professor Klinkowstein
  44. 44. Diagram Sketches Amanda Bentley Professor Klinkowstein
  45. 45. Final Diagram Amanda Bentley Professor Klinkowstein

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