Starbucks takes a step in the wrong direction.

It's a good article pointing out the high risk in pursuing short term sales at the expense of long term equity.  Sound familiar?  Stella Artois, for example...?

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Tags: starbucks, coffee, sensory, emotional

The Brandphonics® matrix provides a simple framework within which to evaluate your branded offer. We have identified that brands communicate emotional, functional and hedonic equities via inherent or engineered triggers, across the main consumer touch-points of branding, packaging and product.

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Tags: matrix, emotional, functional, hedonic, best/worst scaling, equities, triggers, psychometric, Belbin, Myers Briggs, choice-based, Brandphonics