Starbucks says the new format is in response to a growing consumer need for speed and a quick “in and out”.
Starbucks is confident that its new Teavana range, which will be rolled out across the UK this summer, will attract a more youthful audience and “rejuvenate” the tea category.
Facebook and Amazon, which both enter the global top 10 for the first time, are two of the fastest risers in this year’s BrandZ ranking of the most valuable brands in the world. Both have moved up seven spots to claim 5th and 7th places, respectively.
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In addition to launching a Mastercard sound and taste, the brand has now unveiled a Mastercard smell, all of which is helping it to elevate the brand’s status, says Raja Rajamannar.
The contradictions between what consumers say they want and what they actually do represent an opportunity for marketers to help bridge the gap, says Dr Carol McNaughton Nicholls.
Warning that marketers are falling into the trap of “obsessing” over efficiency, Sutherland argues businesses should instead be looking towards digital as a tool for experimentation, now more than ever.