Strategy at Starbucks
In corporate America, it is standard to pay tens of thousands of dollars for a session with an experienced Brand Strategists. Companies will frequently seek the input of other, outside branding gurus to establish benchmarks and to ensure that their planning and development is on track.
I lucked out this morning, at Starbucks. While in line I spotted David Himmel, a noted Branding Expert who has developed many lux and ultra luxury brands, including Grand Marnier- the top branded French Congac. No stranger to the luxury or lifestyle markets, David was familiar with elements and our rapid international growth. We had the opportunity to sit and have an extended conversation about elements, the launch of our Starbucks. While in line I spotted David Himmel, a noted Branding Expert who has developed many lux and ultra luxury brands, including Grand Marnier- the top branded French Congac. No stranger to the luxury or lifestyle markets, David was familiar with elements and our rapid international growth. We had the opportunity to sit and have an extended conversation about elements, the launch of our "elements living" magazine and media site, and some other projects that are in the near horizon, including a major diet program unveiling.
As I was leaving Starbucks to head to our Lincoln Road Branding Offices, I received an unexpected phone call from our potential regional developers in the Mid-East. The Arab nations represent a high-growth opportunity, especially considering the cultural pressures for men and women to exercise separately. Our developer is a obviously well-funded group, with prior experience in franchise and restaurant development. They are proposing a 12 club system for elements, which would represent weight loss and fitness services with our signature upscale branding.
Meanwhile, closer to home, I was now running 10 minutes late for a meeting with a luxury hotel group who has proposed developing an elements club inside one of their top properties. This would be a unique deal, as we generally prefer street level retail for our fitness clubs, however the owners have made a strong case for their property, and the success of a potential location there.
