John Simmons

The Starbucks Story. How the brand changed the world

    Alena Kaffaцитує4 роки тому
    You cannot deliver a brand that customers like unless your own people embody your brand
    vidannyy9615цитує4 роки тому
    Customers want to know what a brand is going to give the world in return for the cash they hand over for a product.
    vidannyy9615цитує4 роки тому
    For a brand to have growing power, it needs to be a social animal; it must have the ability to bring people together.
    vidannyy9615цитує4 роки тому
    starts with a commodity product – coffee beans – and invests them with extraordinary added value by creating an experience that transcends the simple act of drinking an unnecessary beverage.
    vidannyy9615цитує4 роки тому
    People enjoy working with a company that they perceive as having a soul.
    vidannyy9615цитує4 роки тому
    : “In business, the front room is what the world sees: in our case, the coffee, the stores, the style, the brand. But the back room is where we win. The efficiency of the back room is really what’s made Starbucks a financial success.”
    Vasily Sevostyanovцитує6 років тому
    Coffee is the world’s second most heavily traded commodity, after petroleum. Its economic power was apparent to the World Bank, which had encouraged many poor nations to move into coffee growing
    Vasilisa Lapshovaцитуєминулого місяця
    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.
    Vasilisa Lapshovaцитуєминулого місяця
    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.
    Wauцитує3 місяці тому
    On 26th February 2008 Howard Schultz closed every Starbucks in the USA. It was a dramatic and unprecedented move by the once and present chief of Starbucks. Schultz had built the company, turned it into one of the world’s best-known brands, run it for many years, moved away from day-to-day running of the business as chairman, then became so concerned that he felt compelled to return as CEO in January 2008.
    He came back because he believed that Starbucks had ‘lost its soul
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