Also from Max Goldberg...
December 7, 2012
Just last week we discussed Starbucks' use of scarcity to build the perceived value of select estate coffees. Now the chain is offering a limited edition gift card that is sold only through the Gilt luxury products website and costs $450. Do you think the Starbucks Metal Card aligns with the company's brand? [more...]
Bravo Starbucks! Create a gift card that generates a wave of free publicity, reinforces its image as a premium brand and becomes a collector's item.