Creating a tribe through a common language - Deepstash

Creating a tribe through a common language

Whenever a company gets consumers to refer to their product using branded terminology instead of a generic description, they are drawing them into their own community.

Many companies use this technique. Starbucks has not only a branded vocabulary but also a system for teaching it. The company has trained its baristas to reply to customers in Starbuck lingo.

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MORE IDEAS FROM Why we speak Starbucks

Brading and specialized vocabulary

Branding experts say it is an ingenious way of securing customer loyalty. Persuading people to use the terminology of a company create a sense of belonging and loyalty to a brand.

Companies like Starbucks have a particular language to describe their coffee - half-caf, black, no-whip. Sizes are tall, grande, venti, and trenta

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Coffee brewing

In years passed, coffee drinkers didn't know how coffee was produced or brewed. Coffee was cheap, tasted bitter, and was purposed for medicine or fuel. But over the decades, coffee has been elevated to craft level.

Filter or drip coffee can taste smooth and sweet like chocolate or taste fruity. The expansion of flavours is partly due to new roasting techniques. Roasting at relatively low temperatures for a shorter time tends to bring out the flavours of the bean itself and where it was grown.

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The Caffeinated and the Un-caffeinated

Morning commuters seem to fall into one of two categories:

  • the Caffeinated: ready to take on the day—they're reading their morning papers, or checking email, or reading for pleasure.
  • the Un-caffeinated: with bleary-eyed, they walk more slowly up the stairs and are more irritable when you hurry them along—or hurry by them.

We're taught to look for these traits in connection with coffee.

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The First Iced Coffees
  • In the 17th century Vienna, the Turkish army left behind a massive surplus in coffee beans causing citizens to experiment with new brewing methods.
  • Another tale proposes that iced coffee comes from Mazagran - a French beverage consisting of espresso, lemon, and ice.

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