i have a starbucks travel mug, which i got in china. it says shanghai in big letters, and i take it to class every day, filled with tea.
one day, a colleague asked me if i’d gone to starbucks in china, to which i replied that i did. they looked at my mug with disdain, and told me that they’d never do that, their voice dripping with moral superiority… it struck me as an odd thing to say, “i’d never do something”… how do they know?
i didn’t feel the need to justify myself to an almost stranger, but thought about it for a while… and then i realized we didn’t go to starbucks because we particularly liked their coffee (though i respect any brand that has the talent to pull a ‘red bean’ frappuccino…). we went there because it was familiar, and consistent. you know what you’re going to get, and how you’re going to get it – which at times was more than you could say for the rest of the places in the neighbourhood. we went there because when you’re out of your element, feeling misunderstood and lost, you want what is familiar and comfortable. big brands do consistency perfectly, and it can be very soothing.
this is what i should have told him. damned esprit d’escalier!
