John Simmons

    Vasilisa Lapshovaцитуєторік
    Starbucks is first and foremost about coffee. It needs to cherish and build its reputation for coffee expertise
    Vasilisa Lapshovaцитуєторік
    He was not afraid to take principled stands – for example, in favour of employee healthcare and gay marriage – that would make him and Starbucks deeply unpopular in many constituencies.
    b8613819767цитуєторік
    . Every company must stand for something. (Starbucks stands for high-quality coffee that is dark-roasted.) That gives you differentiation and authenticity.
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    Do not just give customers what they ask for, what they think they want. (Starbucks has always tried to educate and develop its customers.) That gives you loyalty and discovery.
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    Assume that your customers are intelligent and seekers of knowledge. (Starbucks educates its customers and selling happens through education.) That grows your niche into a mass market.
    Vasilisa Lapshovaцитує7 місяців тому
    Starbucks managed to get its redesign right – it was seen as a natural move for an international brand to update and simplify its logo. This made sense especially since the visual element of the brand had become so universally recognised. By focusing strongly on the graphic element of the siren, presenting it more boldly, Starbucks achieved a new logo that was more striking and adaptable than the previous one – and that would work in countries where languages other than English were spoken
    Vasilisa Lapshovaцитує7 місяців тому
    The brand, with its values and principles, remains a fixed point in the Starbucks landscape.
    Vasilisa Lapshovaцитує7 місяців тому
    enjoyed not just the coffee, but the experience.
    Vasilisa Lapshovaцитує7 місяців тому
    The honeymoon period came to an end around the time of the anti-globalization protests. It was more a change in the climate than any slowing of Starbucks’ development.
    Vasilisa Lapshovaцитує7 місяців тому
    In France, for example, you can order a mild or a strong espresso.
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