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Which clippings match 'Starbucks' keyword pg.1 of 1
16 MARCH 2014

US Corn Refiners seek to sweeten image through product rename

"High fructose corn syrup, essentially a liquid alternative to sugar that is derived from corn kernels, is known in Europe as glucose–fructose syrup or isoglucose. Thousands of popular foods, ranging from crisps to bread products, sweets and prepared meals, contain the ingredient. But sales have fallen sharply in the US amid attacks on the substance by campaigners who link it to America's twin epidemics of obesity and diabetes."

(Andrew Clark, 15 September 2010, The Guardian)



2010 • American Medical Association • Archer Daniels Midland Company (ADM) • Audrae Erickson • bakery products • beet sugar • branding makeover • bread • candy • cane sugar • Cargill Inc • Centre for Science in the Public Interest • corn • corn kernel • Corn Refiners Association • corn starch • corn sugar • corn syrup • CRA • crisps • diabetes • drinks and snacks • food • Food and Drug Administration (FDA) • food companies • food ingredientfood production • fructose • fructose corn syrup • Gatorade • glucose • glucose syrup • glucose-fructose • glucose-fructose syrup • health awarenesshealth riskhealthy habits • HFCS • high fructose corn syrup • high fructose corn syrup (HFCS) • high fructose maize syrup • isoglucose • name change • natural ingredient • nutritionobesity • pre-cooked meals • pre-prepared mealsproduct rebrandingre-brandre-branding • rebranding • soda pop • soglucose • Starbuckssubstance • sucrose • sugar • sweet tooth • sweetener • sweets • syrup • Tate and Lyle • The Guardian • ubiquitous sweetening ingredient • US Corn Refiners Association (CRA)


Simon Perkins

Physical Space as Brand Innovation

"Prior to Starbucks, coffee shops in the U.S. were designed to be purely transactional. The most frequently analyzed metric was sales per square feet, and the concept of a store dedicating valuable space just for customers to hang out after they had bought something was unheard of. We all know how it panned out. Starbucks is globally known and a second home for many.

Barnes & Noble adopted the trend. They added lounge chairs and then Starbucks itself to their locations. The bookstore café became a place to visit consistently and to explore, hang out, and to be alone together.

Last week, I spent two hours online at a Peet's Coffee & Tea in Santa Clara, California. Something important has changed: People now work independently online. Before the days of free wifi, people used to mingle with friends over coffee. At Peet's, I spent most of my time in my "fourth places"––my online communities, including Facebook, Twitter, Tumblr, LinkedIn, and OpenSky. Looking around, everyone was doing the same. We came for the wifi and bought the coffee."

(John Caplan, 16 September 2013,

Fig.1 Nick Kenrick []



alone togetherBarnes and Noble • bookstore cafe • brand innovation • cafe officecafe society • coffee shops • effective brand spaceenvironment that adds value • fourth place • free wifi • hanging out • • lounge chairs • mingleonline communities • OpenSky • Peets Coffee and Tea • physical consumer spacephysical environmentphysical retail spacephysical space • place to visit • retail space • sales per square feet • Santa Clara • shop conceptsshopping behavioursocial appssocial fragmentationspatial environmentsStarbuckstransactionWiFi • work independently online • working practices


Simon Perkins
23 OCTOBER 2012

Small business marketing: tweeting globally, accessed locally

"SAN FRANCISCO – Three weeks after Curtis Kimball opened his crème brûlée cart in San Francisco, he noticed a stranger among the friends in line for his desserts. How had the man discovered the cart? He had read about it on Twitter.

For Mr. Kimball, who conceded that he 'hadn't really understood the purpose of Twitter,' the beauty of digital word–of–mouth marketing was immediately clear. He signed up for an account and has more than 5,400 followers who wait for him to post the current location of his itinerant cart and list the flavors of the day, like lavender and orange creamsicle.

'I would love to say that I just had a really good idea and strategy, but Twitter has been pretty essential to my success,' he said. He has quit his day job as a carpenter to keep up with the demand.

Much has been made of how big companies like Dell, Starbucks and Comcast use Twitter to promote their products and answer customers' questions. But today, small businesses outnumber the big ones on the free microblogging service, and in many ways, Twitter is an even more useful tool for them."

(Claire Cain Miller, 22 July 2009, New York Times)



ad budget • advertising and marketing • advertising strategy • being discovered • big companies • cart • Coca-Cola • Comcast • creme brulee cart • current location • Curtis Kimball • customers • Dell • desserts • digital word-of-mouth marketing • e-commerce business • fresh • itinerant cart • little-bitty store • little-bitty town • local businesslocal businesseslocalisationMcDonaldsmicroblogging • mom-and-pop shops • multiplatform marketers • New York Times • promote products • San Franciscoshopping behavioursmall businesssmall businesses • small-business owners • social mediaStarbucks • supersmall businesses • sushi restaurant • tactical engagementTweetDeckTwitter • Twitter followers • Twitter localisation • Umi (restaurant) • word of mouth • word-of-mouth • word-of-mouth promotion


Simon Perkins

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