POV: A More Personalized Cup of Cheer

In recent years, "personalization" has become a buzzword in marketing, often used by brands to foster customer loyalty. As algorithms, machine learning and AI shape how brands understand customer preferences, many overlook a crucial element in creating genuinely personal brand experiences: the human touch. 

Starbucks is one brand prioritizing this approach. To combat declining sales, new CEO Brian Niccol has introduced small but meaningful changes to bridge the gap between consumer and brand. Notably, Starbucks will replace impersonal, printed drink labels with hand-written names and personalized messages from baristas, just in time for the holiday season. According to Niccol, "It’s going to give them the opportunity to put that additional human touch on every coffee experience." 

This gesture exemplifies Laughlin Constable’s philosophy on creating personal connections. We call brands that excel at this "Personal Experience Brands" because they connect deeply and meaningfully with their audiences to build brand equity. They tap into emotions, demonstrate understanding, and anticipate needs, creating connections you not only see but feel.  Importantly, our LC positioning rests on the premise that making your brand “more personal” elevates the idea of personalization. It is a strategic endeavor to create deeper, more meaningful emotional and rational brand connections. Being a Personal Experience Brand requires a deeper commitment to the art and science of brand building and customer experience strategy and a relentless focus on executing those strategies across your business, to make every moment of a customer’s experience with your brand a more resonant one that the last. Starbucks’ human touch is evidence of their continued commitment to this strategy.

Of course, this human touch is only as successful as the humans entrusted with the task, so time will tell if Starbucks’ personalized brand approach will lead to greater brand equity and, ultimately, sales this holiday season. That said, it’s a great example for brand managers of any brand size for how they can make it personal.   

Learn more about our PXB-Factor™ model for brands.