Wednesday, November 23, 2005
Dunkin Donuts sells latte faster and cheaper than Starbucks. Will that work? NO! Why not? Because "Howard Schultz's true stroke of genius was understanding just that: modern brand-building is at least as much about the customer experience as it is about the actual product." Latte is about a lifestyle. So is broadband. (It is hardly ever about Price, unless the consumer finds no value in your offer). If you want to be like Dunkin Donuts have a "C+1 strategy". Otherwise be like Starbucks and target your brand at the business people who need broadband and network management. (Analysis of the coffee battle).