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Max Goldberg

President
Max Goldberg & Associates

Starbucks: Steel This Gift Card

December 7, 2012

FROM RETAILWIRE:
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...]

MY COMMENTARY:

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.

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