A Limitation of Viral and Social Media Marketing

As was recently reported, and praised by an editor at AdAge.com, Starbucks has introduced a new form of “instant coffee” into the caffeine infused marketplace. In a time of economic downturn, it is imperative for companies to seek ways to maximize their revenue streams and open doors to new customers. Starbucks, sometimes scoffed at as Four-Bucks, has released Via, their new instant coffee as it attempts to rich a broader market of coffee-joes.

In theory, their attempts to reach a new selection of customers is what they need. They have struggled in the last year, as shown by their mulitple store closings and frantic efforts to rejuvenate the company. Via, as reported my Starkbucks, has been a long time coming (a pet project of CEO Howard Schultz) and looks to deliver the same in-store quality coffee in soluble form.

Here in lies the rub: in their efforts to access that much coveted consumer base, Starbucks loses focus and tarnishes a brand image. Starbucks Via also demonstrates a limitation of viral and social media marketing: the inability to promote an unfocused product without tarnishing a brand. All the blogs and Youtube videos that promote Via with praise will do so at the cost of the Starbucks brand itself. 

Starbuck’s violated a foundational marketing principle: remain focused. All the reputation management in the world will not be able to refocus a company that begins to settle for products misaligned with their brand.

Lesson to be Learned:Even the editors at AdAge who praise Starbucks’ Via effort as a way to recoup losses in an economic downturn should realize short term gain is not worth sacrificing for long-term brand management.