Acquiring Minds Tweeter Makes a Big Deal Out of Being Small
By Markkus Rovito
There are two kinds of coffee drinkers in the world: the kind that settles for a large coffee with cream from Dunkin' Donuts and the kind that insists on an iced mocha latte from Starbucks.
"The big box guys are like Dunkin' Donuts; we're like Starbucks," said Noah Herschman, vice president of marketing for Tweeter Home Entertainment Group. "Starbucks is for people who are serious and passionate about coffee. We want to be the store for people who are passionate about not only consumer electronics, but also movies, music and sports, which is what you use consumer electronics for."