brand affinity – Terrella Media, Inc.

Starbucks-Boulange Brand Damage

Posted April 1, 2014December 7, 2017 dmkalmanPosted in Brand Community Media Strategy, Dave Kalman Analysis, Uncategorized

When Starbucks announced its June 2012 acquisition of San Francisco-based Bread, LLC and its La Boulange® bakery brand I thought, “nice move.” As a customer of both Starbucks and La Boulange, I envisioned a well-deserved expansion of the French-themed bakery/restaurant into new markets under the guidance of Starbucks’ location wizards. Unfortunately, Starbucks seems to have […]

Turning Customers into Members

Posted July 16, 2007April 27, 2017 dmkalmanPosted in Brand Community Media Strategy

Applying magazine lessons to consumer brands If you build it, they will come, or something to that effect, wrote W.P. Kinsella in his 1982 novel “Shoeless Joe.” If you recall the book or its film incarnation “Field of Dreams,” you know that protagonist Ray Kinsella follows that disembodied call to action, carving a baseball diamond […]