A tasteful cup of coffee

A nice quotation from Klein’s No Logo. Scott Bedbury, Starbucks’ VP of marketing (and former head of marketing of Nike) says:

Nike is leveraging the deep emotional connection that people have with sports and fitness. With Starbucks, we see how coffee has woven itself intothe fabric of people’s lives, and that’s our opportunity for emotional leverage… A great brand raises the bar – it adds a greater sense of purpose to the experience, whether is the challenge to do the best in sports and fitness or the affirmation that the cup of coffee you’re drinking really matters.

It is interesting that big corporations put a lot of investments to help us understand that the cup of coffee we are drinking really matters. Actually any cup of coffee we drink (at Starbucks or not) should really matter for us. We should shift our attitudes, break our habits and put all of our attention on our cup of coffee. That will make a great experience. And Starbucks could invest its money in more meaningful activities.