This paper evaluates the long-term and short-term effectiveness of advertising campaigns by examining two contrasting case studies: Starbucks and Chrysler. Drawing on the concept of unique value propositions, the paper argues that Starbucks successfully reinforced its brand identity through a strategy of placing controversial, conversation-provoking quotes on coffee cups, aligning the tactic with the company's founding vision of a social café experience. In contrast, Chrysler's fragmented branding efforts — spanning luxury, family, and performance segments — have prevented the company from establishing a coherent brand identity, despite individual product successes such as the Chrysler 300M and the Town & Country minivan.
The paper demonstrates applied comparative analysis: it introduces a theoretical lens (unique value proposition from Anderson, Narus, & van Rossum, 2006), then evaluates two companies against that lens, drawing a clear contrast between a focused brand strategy and a diffuse one. This technique allows the writer to generate an evaluative argument without needing large amounts of primary data.
The paper opens with a brief theoretical framing of what makes advertising campaigns effective. It then moves through two body sections — one per company — each assessing a specific branding case against the established criteria. A short concluding judgment closes each case rather than appearing only at the end, which keeps the argument tight. The references follow APA formatting conventions throughout.
A brand's long-term effectiveness is defined in large part through the accumulated effects of its advertising campaigns. The extent to which an advertising campaign remains consistent, reinforces a company's branding and unique value proposition (Anderson, Narus, & van Rossum, 2006) over the long term, and contributes to greater awareness and sales in the short term is the essence of the challenge companies face when creating their advertising campaigns.
In the article "Dumb Cup" (Mirsky, 2007), the use of controversial and debatable quotes printed on the sides of Starbucks coffee cups is discussed as one of the company's many marketing strategies. The bottom line is that this strategy was effective in terms of generating greater brand awareness — one editor at Scientific American felt compelled enough to devote an entire column to it. The humorous suggestions made by Mirsky (2007), including quotes from comedian Lewis Black about the proliferation of Starbucks outlets, bring an entirely different and more lighthearted perspective to the marketing campaign.
In considering the broader effectiveness of placing controversial and debatable quotes on coffee cups, it becomes clear that this tactic also reinforces Starbucks's unique value proposition. The founding vision of Starbucks was modeled after the cafés the company's founder encountered during a trip to Italy, where patrons would linger, talk for hours, and socialize. The idea of having Starbucks patrons linger and debate the printed quotes is meant to further support the unique experience the company hopes to deliver — and to make that experience a core part of its brand and value proposition.
Two products stand out as bright spots. The first is the 300M, a Bentley-inspired vehicle that became a mid-size bestseller. The second is the company's perennially strong product line, the minivan, represented by the Town & Country. Added features such as swivel seats and entertainment options were making the 2008 Town & Country a topic of conversation even among elementary school children. Ironically, however, Chrysler has been unable to consolidate its branding, unique value proposition, and advertising strategies around a single coherent message.
With the introduction of a revamped Sebring convertible, the confusion was likely to continue. The ultra-cool 300M was pulling the brand in one direction, while the most profitable product segment — the minivans — continued to dominate the company's financial results. Branding experiments with higher-performance cars and models added further confusion. Unwilling to settle for the role of the soccer mom's must-have minivan, Chrysler continued to search for breakout products to redefine its image. The success of the 300M had served as a catalyst, yet the company had not been able to capitalize on it fully. The result was a branding strategy that lacked the critical mass needed to definitively shape brand identity.
The contrast between Starbucks and Chrysler illustrates the importance of aligning advertising tactics with a clear and consistent brand identity. Starbucks leveraged a seemingly simple promotional device — printed cup quotes — to reinforce its founding vision and deepen customer engagement. Chrysler, despite producing genuinely successful individual products, struggled to unify those successes under a single brand narrative. The bottom line is that Chrysler's branding strategy had yet to gain critical mass and definitively define the company's identity.
Anderson, J. C., Narus, J. A., & van Rossum, W. (2006). Customer value propositions in business markets. Harvard Business Review, 84(3), 90–99. Retrieved from ABI/INFORM Global database. (Document ID: 993033471).
Halliday, J. (2007, May). Chrysler: We're well-engineered. Advertising Age, 78(20), 16. Retrieved from ABI/INFORM Global database.
Mirsky, S. (2007, May). Dumb cup. Scientific American, 296(6). (Document ID: an 24990927).
You’re 89% through this paper. Sign up to read the remaining 1 section.
Sign Up Now — Instant Access Already a member? Log inAlways verify citation format against your institution’s current style guide requirements.