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Venti(ng) Anger

America known for classical marketing techniques, has produced many global brands that people recognize by merely seeing their logos, or familiar colors or other brand attributes without actually having the company name being spelled.


Nike, Apple, Starbucks are exemplars of this phenomenon.  Speaking of the latte(r) the brand called Starbucks is now well known across the planet for purveying caffiene in variety of forms often using Itailan sounding names that people consume without thinking.  At least without pausing to consider what a Macchiato or a Cappuccino or a Grande or a Venti means.


Starbucks has long known that people psychology can be manipulated using all tools in its box that convey a sense of the exotic and distract the buyer from the price of an item.  Add to it a rewards program that was straightforward until recently and they got them hooked, and craving for a cup. 


Now there is a backlash from the loyals.  Apparently they are Venti(ng).  The program so easy to follow now based on earning a star for a purchase regardless of price provided a simple way to earn a freebie after 12 stars.  Now the earn will switch from a ticket to the value of the ticket.  As in more you spend closer you get to the reward.


Social media is agog with backlash and language to let the company know how it is unfair (for the cheap purchase qualifiers) and want the company to respond, calling tbeir strategy a fail.  To me the whole notion of using social seems pointless.


Basic laws of economics will let Starbucks know (who closely monitors all its take across every register in the world) if anything is a success or fail.  Why the hoopla?  I suspect the over - caffieneted crowds need something to blow a little steam?  If anything the noise will provide free publicity.  Like this blog.


Extra hot Venti latte anyone?



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