Wow, this post just and tag line from Sun Micro Chris just shared sparked me Tag Line and my ultimate POV.... Freaking gold guys, you made my month and its what we have been trying to figure out for months and are about to unleash the fury! I'll have a cocktail to this!
Ok, but one thing i felt you left unfinished in your explanation is when to use the category name, and when to do languaging to suggest the category. Why doesnt starbucks call themselves the desert coffee chain, and double down on that? They actually have moved in the opposite direction, embracing botique methods of brewing, having full lunches and more available. I don’t see them as being limited by “desert coffee” category at all.
You're right, Starbucks isn't currently limited by being known as a "dessert coffee" company. But it would be if people (or the company) called it that. Mainly because offering unhealthy, sugar-loaded drinks doesn't sit well with consumers or governments. It's a liability. For example, Santa Cruz is implementing a "sugary drink" tax on soda companies to try and deter people from buying it—and other citites will probably follow suit. Dessert coffee could easily be taxed as part of that "sugary drink" category.
So, Starbucks leans into its boutique cafe vibe to avoid being known as a dessert coffee company. But people line up at Starbucks for frappuccinos and lattes and peppermint mochas loaded with sugar—not for its cold brew. (Pirate Kat knows, she used to work at Starbucks!)
In this case, Starbucks uses Languaging to suggest the category. And it's a good strategy if you want to be known for something, without calling it what it is. The reverse of this would be Dunkin'. It knows people come for coffee + donuts so it leans into that Languaging.
Hope this clears it up. Let us know if you have any other questions.
Good question. Amazon doesn't offer pre-orders for paperbacks or audiobooks so it's just the eBook for now. But we'll launch with all three versions, so hang tight if you'd like the paperback.
Wow, this post just and tag line from Sun Micro Chris just shared sparked me Tag Line and my ultimate POV.... Freaking gold guys, you made my month and its what we have been trying to figure out for months and are about to unleash the fury! I'll have a cocktail to this!
Love to hear it. Glad we finally got to answer your question—keep 'em coming. Arrrrr!
Audiobook for the new book please?!
Yes! We'll be launching with eBook, paperback, and audiobook.
The power of Languaging!
What THOUGHTAILS of wisdom, my fellow pirates.
"Tous pour un, un pour tous."
Big Hugs from Barcelona
Ok, but one thing i felt you left unfinished in your explanation is when to use the category name, and when to do languaging to suggest the category. Why doesnt starbucks call themselves the desert coffee chain, and double down on that? They actually have moved in the opposite direction, embracing botique methods of brewing, having full lunches and more available. I don’t see them as being limited by “desert coffee” category at all.
You're right, Starbucks isn't currently limited by being known as a "dessert coffee" company. But it would be if people (or the company) called it that. Mainly because offering unhealthy, sugar-loaded drinks doesn't sit well with consumers or governments. It's a liability. For example, Santa Cruz is implementing a "sugary drink" tax on soda companies to try and deter people from buying it—and other citites will probably follow suit. Dessert coffee could easily be taxed as part of that "sugary drink" category.
So, Starbucks leans into its boutique cafe vibe to avoid being known as a dessert coffee company. But people line up at Starbucks for frappuccinos and lattes and peppermint mochas loaded with sugar—not for its cold brew. (Pirate Kat knows, she used to work at Starbucks!)
In this case, Starbucks uses Languaging to suggest the category. And it's a good strategy if you want to be known for something, without calling it what it is. The reverse of this would be Dunkin'. It knows people come for coffee + donuts so it leans into that Languaging.
Hope this clears it up. Let us know if you have any other questions.
Good question. Amazon doesn't offer pre-orders for paperbacks or audiobooks so it's just the eBook for now. But we'll launch with all three versions, so hang tight if you'd like the paperback.