Wednesday, November 23, 2005

Starbucks versus Dunkin Donuts

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).

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