John Simmons

For Starbucks, the equivalent of Nike’s “Authentic athletic performance” became “Rewarding everyday moments

As Scott Bedbury put it: “Consciously or not, we seek experiences that make us think, that make us feel, that help us grow, and that enrich our lives in some way.”

1. Start with your own people: they are the real link to consumers. Exceed the expectations of your people and you will automatically exceed those of your customers.
2. Have strong values that you stick to and know yourself by. Then take decisions according to these values.
3. Ensure there is no gap between your brand values and your actions. Change your actions to fit your values, not the other way round.
4. Keep things fresh by reinventing, but never tamper with the core of what you do.
5. Reach out to communities, making emotional connections between the people who work for you and the places where they work.
6. Remember that every detail matters

Deciding on a name is, of course, crucial for any brand. Names send signals of intent, personality, identity. We all know from our own experience how names shape our sense of self.

This freed him to think of everything else, to think of the brand, because he now believed that the brand was in everything and everything was in the brand.

You know a brand has really arrived when it sneaks into everyday consciousness like that.

Starbucks is a phenomenon. A very successful and surprising one. Perhaps that is why it arouses antagonism and envy among many people, while inspiring affection and loyalty among many more.

After the New Orleans devastation, Starbucks partners voluntarily contributed their own efforts to help get the city back on its feet again.

very year European baristas go to African coffee plantations to understand and contribute to the efforts of those communities. US partners go to plantations in Costa Rica, Asian partners to Indonesia. Farming support centres help African farmers with agronomy training, aiming to achieve higher yields of better coffee.

253 Asoke, 12th Flr, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand • Marshall Cavendish (Malaysia) Sdn Bhd.