Posts Tagged ‘Snowman cookies’

The Power of Display and Brand

steveparkhurst | November 29, 2012 in Advertising,Promotional,Visual | Comments (0)

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Let’s say you somehow happened upon some frosted snowman cookies, neatly stacked in a plastic container, turned and rotated properly so the package contained as many cookies as practical. And the entire package was wrapped in cellophane and has a label with nutrition information. You could also possibly find a loaf of banana walnut bread wrapped and labeled. This is kind of what those items would look like:

Starbucks Cookies - The Parkhurst Group

Now, let’s pretend you are standing in line at your local Starbucks, ready to order your favorite drink,and you stare into the pastry case. This is what you would see:

Starbucks Cookies Display - The Parkhurst Group         Starbucks Banana Walnut Bread - The Parkhurst Group

That’s the power of having the Starbucks brand behind your item. I’ve never been under the illusion that Starbucks pastries are actually prepared in the stores, I have afterall read Howard Schultz’s Onward, and I know the items are prepared at another location and delivered to the stores. But, it is still amazing to me to see what the power of the brand and a nice display can do.