Creating businesses and launching food brands along the path from the test kitchen to the shelf to the consumer’s plate

Wednesday, December 5, 2012

$450 Starbucks Gift Card?

New Starbucks Steel Gift Card

What can I say... :) 

So many food entrepreneurs a focused on their Features and Benefits and ignore the "intangible" branding component of their food products. Maybe that is why many food entrepreneurs fail... because they don't get that we buy on emotions as well.

Starbucks Sells the Experience at a Premium 

This new gift card costs $450 and even though they load it with $400 worth of Star"bucks" (I just made that up and I like the "bucks" part)... I am amazed at how Starbucks can push the envelope in their brand value proposition.

What Can You Learn from Starbucks? 

Starbucks Steel Gift Card - USA Today

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