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Brand Identity Analysis: Starbucks and NYT

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Brand Identity Analysis: Starbucks and NYT

  1. 1. Identity Analysis Rebecca Horton, SERV 724 Assignment ree, Part C, 18 Apr. 2012Icon: The Noun Project
  2. 2. New York Times Image: katphotos via flickr
  3. 3. BrandExpression
  4. 4. Name Wordmark Color Icons/ Brand ShapeSymbols Expression Typography Pattern Other
  5. 5. New York Times Name Wordmark Color Icons/ Brand Shape Symbols Expression Typography Pattern OtherImages: New York Times website, PSFK,CBS News
  6. 6. Sample Touchpoints •  Twitter and Facebook feeds provide article highlights After accessing Before entering •  Daily paper delivered•  Facebook “sharing” Times’ Times’ to home platforms platforms While accessing Times’ platforms •  Home delivery: physical product •  Tablet, Desktop, and mobile phone platfroms enable seamlessdigital access •  Audio, multimedia, imagery accompany articles •  Restaurant/city guides
  7. 7. Tone of Voice“And the Walls Came Tumbling Down, Again” –recent byline“opinionator” (opinion section)“Maybe he had too many nachos as he watched the game, or a few toomany adult beverages, but …” -David Carr, columnist (emphasis added)“But in an era of widespread interest, if not downright concern, about howthat ear of corn, destined for a pot of boiling water on a perfect summerevening is grown, processed, marketed, distributed and used — and what itmeans for health, commerce, the economy and even theecological state of the planet — colleges and universities havecome to realize that the classic food disciplines simply will not do anymore.” -recent article, “Truly Food for ought” (emphasis added)“MAYBE it’s no surprise that a yellow brick road winds through theGoogleplex” –Caitlin Kelly, technology columnist
  8. 8. BrandOffering & Delivery
  9. 9. Actual Identity Digital video and audio components Website-based, print, and mobile platforms with simple, clean layouts Rich mobile apps environment High-quality infographics
  10. 10. Too Many Branded Spaces?Images: New York Times
  11. 11. Actual Identity vs. CompetitionSensationalist High qualityInopportune Timely Inaccessible Ubiquitous Timid Feisty Derivative OriginalInconsistent Consistent Key NYT Washington Post Bloomberg Gawker
  12. 12. AC2ID Test
  13. 13. Actual IdentityCommunicated Conceived Identity Identity Ideal Identity Desired Identity
  14. 14. Actual Identity §  Watching e New York Times try to be even- handed on some issues is like trying to watch somebody dance their kids’ dance styles. We look like we’re trying too hard.” –Bill Keller, NYT Opinion writer §  Brand wants to be feisty, but hasn’t quite found the oomph §  Brand has tried to be everything to all people and thus diluted its core offeringImage: yourdon via flickr
  15. 15. Communicated IdentityPrint edition App Environment § Multiplatform access with simple, clean layouts and crisp imageryImages: NYTCo.com
  16. 16. Conceived Identity § Users range from diehards to extreme antagonists § Many news browsers believe that the Times is in the midst of an identity crisisImage: csb13 via flickr
  17. 17. Desired Identity§  I want to change the way that people think about information.§  I am here for everyone.§  I want to create and maintain an infrastructure that will provide customers with frictionless access to news, information and entertainment.Image: City Magazine
  18. 18. Brand Gaps
  19. 19. e NYT says that it is foreverybody, but in reality Actual Identityonly a select demographic is willing to pay for a subscription. Communicated Conceived Identity Identity While the Times has sought to appeal to a wider customer base, it has lost its depth of flavor for some readers, Ideal Identity Desired who feel that it has Identity become superficial in its efforts to appeal to the masses.Gap Analysis
  20. 20. Actual Identity Communicated Conceived Identity Identity Ideal Identity Desired IdentityRepositioning
  21. 21. What If…Image: New York Times Press Images
  22. 22. Ideal Identity §  Reposition the Times as a luxury brand? §  Charge a premium for content tailored to the Times’ core demographics? §  Master the art of doing less! §  Streamline channels and make the content more inaccessible/aspirationalImage: T Magazine
  23. 23. Starbucks Image: nickhumphries via flickr
  24. 24. BrandExpression
  25. 25. Name Wordmark Color Icons/ Brand ShapeSymbols Expression Typography Pattern Other
  26. 26. Starbucks Name Wordmark Color Icons/ Brand Shape Symbols Expression Typography Pattern OtherImages: Joonbug.com,
  27. 27. Sample Touchpoints •  Beverage builder •  Store locator •  Digital coupons •  Collectible gift cards•  “My Starbucks Idea”- After Before •  Online glimpses of fun new stores opportunity to share suggestions online Store Visit Store Visit •  YouTube promotions•  Virtual mug campaign•  Free music/app opportunities•  Virtual valentines, etc.•  Rapid company feedback via twitter In-store •  Store Environment •  Barista •  Register •  Payment via phone
  28. 28. BrandOffering & Delivery
  29. 29. Actual IdentityProducts and packaging Variety of unique point-of-sale touchpoints Rich digital network with a variety of apps and special offerings, such as Beverage Builder Free music opportunities Images: dailyshotofcoffee.com, bloggingstocks.com, starbucksmelody.com, joonbug.com, starbucks.com, wiredfresh.com, mashable.com, flickrivr.com,
  30. 30. Personalized Digital VoiceSource: @starbucks Twitter feed
  31. 31. Actual Identity vs. Competition Bland Flavorful Hom-hum InspiringInconsistent Consistent Slow QuickDifficult to Easily find accessible Key High-end Competitors Low-end competitors Starbucks (Illy, Caribou, local shops) (McDonalds, Dunkin Brands)
  32. 32. AC2ID Test
  33. 33. Actual IdentityCommunicated Conceived Identity Identity Ideal Identity Desired Identity
  34. 34. Actual Identity § Brand look and feel is synonymous across chains, with the exception of a few urban locations, making it feel uninspired and commercialImage: WN.com
  35. 35. Actual Identity (continued) Advice to senior management: “As far as leadership goes, management and the corporate office must accept that baristas are people, not simply tools as the espresso machines are. Each partner has a personality and it shouldnt be suppressed by unreasonable customer service, on-the-floor, and dress standards. ey work directly with the folks that fund your life and the copious amounts of dollars you make every year. People come to Starbucks for a product, yes, but more importantly, it is for an emotional connection, and a genuine one at that. at is priceless and something only one human being can share with another human being, not conditioned employees.” –Glassdoor.com review by a former employeeSource: http://www.glassdoor.com/Reviews/Starbucks-Company-Reviews-E2202_P3.htm
  36. 36. Conceived Identity“People at this shop arefriendly and quick whichis good considering youmay want to get out ofthe scary looking stripmall as fast as possible. Ifyou like your Starbucksits worth the risk.”-bionicmomma,tripadvisor.comImage: Yelp
  37. 37. Communicated Identity § “We like to run wild sometimes” -@starbucks § Clean, earthy feel in more recent stores § “It’s true, we love you!” –Starbucks cup § Menu synonymous across US storesImage: Starbucks.com
  38. 38. Desired Identity§ I live to inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time. –Mission Statement§ We have always believed the way to build a great enduring company is to strike a balance between profitability and a social conscience. -2011 Annual ReportImage: Mischelle via flckr
  39. 39. Brand Gaps
  40. 40. e company’s desired and communicated identities evoke images of a custom-order, high-end coffee bar. Yet in reality the brand often shows up in strip malls andseems to embody the expression “We give you what you ask for, but nothing more.” Actual Identity Communicated Conceived Identity Identity Although Starbucks claims to exceed customer Ideal Identity Desired Identity expectations, many customers expressed disappointment at the brand’s automatic, commercial feel.Gap Analysis
  41. 41. Actual Identity Communicated Conceived Identity Identity Ideal Identity Desired IdentityRepositioning
  42. 42. What If…Image: Archithings.com, Starbucks concept store
  43. 43. Ideal Identity § Reclaim the high-end international feel of coffee § Keep menu options manageable § Expand concept store idea but take it lower- budget § Consider localized product offerings and eventsImage: Illy Café, Nice; Rebecca Horton
  44. 44. ank-You!

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