It would appear that the World’s best coffee is not enough……
Following on from the piece I wrote on October 8 about what the word ‘best’ means in branding, I now have proof that the customers don’t get the message or believe it either.
BB’s Muffins, the object of my mickey take appear to have gone out of business in the Nottingham store that I featured.
The overall business still seems to be okay and the Nottingham Victoria Centre branch may just be another small victim of an economic correction (a kinder way of saying that it’s a time for finding out and finishing the bad businesses out there.)
Claiming to be world’s best isn’t enough, these days – if it ever was – and any business or any brand that is not built on real values will struggle and over the next equally tricky few years, will ultimately fail.
Bye Bye BB’s.