Starbucks: Communications Strategy

Starbucks as a brand has very strong brand management, international brand recognition, public relations and advertising. However, there are always things that can be done to improve and expand a brand. My recommendation and communications strategy moving forward is to maintain the high-level of branding and brand management that Starbucks already upholds, with an added personalized element. This morning, I tweeted Starbucks with a complaint about my coffee order (there was a LOT of ice compared to the amount of coffee; very disappointing.) They did nothing in response; whereas brands like McDonald’s and Dunkin Donuts are constantly tweeting and responding to customers both positively and negatively. Also, all competing brands mentioned in these posts have thriving Pinterest boards and accounts, whereas Starbucks does not have one. The individual consumer is more important to the success of a company than almost any other element; Starbucks needs to launch a personalization campaign on every level to help improve consumer relations and make their brand even stronger than it is presently.