One fundamental element of building a brand relationship with customers is consistency. Widely franchised companies like Starbucks compromise consistency, however. They employ several different business models instead of sticking to one. This approach confuses customers and hurts the master brand, since customers never really know what to expect. Because Starbucks uses different business models, depending on store locations, certain customers have become distrustful of the brand, which ultimately hurts the company.
Great article. When it comes to customer service one doesn't often think about how the small differences between a store owned by the head company and a store owned by a different company will change the customer experience.
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‘Different Strokes’ Approach Can Damage a Brand
Posted by: Jeff Kagan February 23, 2018 12:49 PMOne fundamental element of building a brand relationship with customers is consistency. Widely franchised companies like Starbucks compromise consistency, however. They employ several different business models instead of sticking to one. This approach confuses customers and hurts the master brand, since customers never really know what to expect. Because Starbucks uses different business models, depending on store locations, certain customers have become distrustful of the brand, which ultimately hurts the company.