I Didn’t Know People Charted ‘Brand Perception’

I suppose I should have expected it. Everything is analyzed these days. There are computer algorithms to follow everything. But this isn’t about computers. It’s about the decline in the ‘Brand Perception’ of Starbucks, the coffee chain, since their CEO promised to make the company more political by promising to hire 10,000 ‘Refugees’.

It has been pointed out that half the buying public agrees with what Starbucks CEO Howard Schultz did – but the other half did not. Is that a surprise? Apparently it is to Schultz.

Starbucks has made a name for itself by selling high priced cups of coffee and other drinks that are especially prepared according to customer preferences. Others have followed the model and have also succeeded. There’s the problem. There are coffee purveyors that have not taken political stands.

Yahoo Finance has been charting the ‘Brand Perception’ of Starbucks. Interestingly, it has tanked since Schultz’ announcement.

As soon as Schultz made his promise, other coffee suppliers offerred alternatives. For instance Black Rifle Coffee CEO Evan Hafer promised to hire 10,000 veterans.

Don’t you just love the free market?

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5 Responses to I Didn’t Know People Charted ‘Brand Perception’

  1. DocO says:

    So I heard a story on Fox news that while “brand perception” is down, it has not impacted sales, at least not yet.

    I hope that this is an indication of “outrage company ban” fatigue. That’s what I hope, but I think that it’s more likely just that conservative/libertarians don’t tend to do boycotts like progressives.

  2. sortawitte says:

    I don’t see the point of most boycotts against service companies. You like their stuff or you don’t. There are local franchises and corporate stores. Support who(m) you will.

    I don’t go to starbucks because they have an inferior product that is overpriced. I’ve drank coffee pretty much around this planet. Some exceptional, some you have to spit out because your stomach sounds an alarm that means if you swallow it, that liquid will soon be returned to you. I can compare starbucks to Marine Corps coffee made in a 30 gallon can formerly used to boil dirty socks and underwear.

  3. Joe says:

    “Marine Corps coffee made in a 30 gallon can formerly used to boil dirty socks and underwear.”

    After a few weeks in the field those may have been the best cups of coffee I remember. Especially when we used the dirty socks as the filter.

  4. Mark says:

    I have bought the Black Rifle Coffee brand and have come to the conclusion that their coffee is 500% better tasting (my bias) than Starbucks brand. No crappy aftertaste. The flavor names are pretty funny as well, “Caffeinated as Fuck” and “Strong as Fuck” are two names just for starters! I took it to work with me and have gotten favorable reviews from my coworkers! It’s kind of expensive, but I would rather support my own, then what Starbucks is doing.

    • Jim22 says:

      Nice to hear from someone and get their appraisal of the coffee sold under the name ‘Black Rifle’. I may have to try some myself.

      Coffee that doesn’t come from mass producers, like everything else, costs more. You could not compare a Bud Light beer with a microbrewery’s products. It’s your money and I support your right to spend it how you like. It’s you who has the right to determine where you spend your money.

      Me, I like coffee. I especially like truck stop coffee when we are travelling. Truck stops cater to long-haul drivers who sometimes need the caffeine but know which stop has the best. Mrs22 is a different story. She likes her coffee but won’t drink anything she does not grind herself. I don’t mind but I can relate to bulk-made coffee like Marine Corps coffee.