28 Dec '11, 3pm

From the archives: The Starbucks billboard tote bag.

From the archives: The Starbucks billboard tote bag.

I think this effort is a failure, but I think it also offers a great contrasting example of why Starbucks has been successful. Starbucks has been successful because they do more than give you a cup of coffee. They give you the best coffee made just for you “and if it’s not perfect we’ll remake it.” It’s that attention to the small things that drives Starbucks’ customer loyalty. It’s not a place to get coffee, it’s a “third place.” They’re not in the coffee business. They’re in the people business, serving coffee. There was a lot of white on the billboard for sure, however, the person (people) who made these 300 bags could have been more mindful of the bigger picture: they weren’t just making bags, they were making bags out of an old billboard. To that extent, the cutting and piece selection process could have produced more bags with more unique combinations of color/print....

Full article: http://www.starbucksmelody.com/2011/12/09/the-starbucks-b...

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