People have varied opinions aboutÂ ”The Way I See It” words of wisdom on the side of a Starbucks cup?Â Some people love reading them, some don’t really pay attention to them or evenÂ ignore them, and others have been very verbal when offended by a particular quote.Â
IÂ generally enjoy reading the short thoughts… and often either agree or chuckle after reading it.Â There have been occasions where I’ve thought to myself… “Hey, I don’t agree with that.”Â I’ll admit – on the few occasions that hasÂ happened to meâ€”I sensed a slight loss of admiration for one of my favorite coffee purveyors – but I figure between their corporate disclaimer and my appreciation for freedom of speech – well… let’s just say… I didn’t quit drinking Starbucks coffee… in fact I regularly enjoy it.Â My unscientific study would say that for every 10 cups of coffee I’ve enjoyed from Starbucks, only 1 in 10 cups might have a quote that I disagree with.
Do you have an opinion on this topic?Â Â How is this different from attending a University and not agreeing fully with a particular professor?Â How is this different from watching the news and not agreeing with a particular commentator’s opinion?Â Do you quit school or turn the TV off?Â It probably depends.
Here’s aÂ few more questions to stir into your ‘cup of joe’ before responding… would love to get your comments!
1) From a marketing perspective… what are the pros and cons for Starbucks including these quotes on the side of their cup?Â
2) At what point should a company be concerned about offending their current or future customers withÂ peripheralÂ stuff (In my opinion, not aÂ branding or marketing breaker if theyÂ print this stuff on their cups or not)
3)Â Is there a rule of thumb for advertisers that says… if your going to tick off “blank” percentage of your customers… probably not a good idea.Â Who decides what quotes are too risky and which ones are OK?
4) If you read a quote on a cup of starbucksÂ that you disagreed with would you…
Â Â Â a) ignore it, drink your coffee, and go about your day
Â Â Â b) let the company know in some way that you didn’t approve of their quote
Â Â Â c) quit drinking Starbucks coffee
Â Â Â d) something else… let me know.
5) How does the use of these quotes help or hinder StarbucksÂ attempt atÂ ”positioning” themselves within their industry?