You cannot deliver a brand that customers like unless your own people embody your brand
vidannyy9615har citeretfor 6 år siden
Customers want to know what a brand is going to give the world in return for the cash they hand over for a product.
vidannyy9615har citeretfor 6 år siden
For a brand to have growing power, it needs to be a social animal; it must have the ability to bring people together.
vidannyy9615har citeretfor 6 år siden
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.
vidannyy9615har citeretfor 6 år siden
People enjoy working with a company that they perceive as having a soul.
vidannyy9615har citeretfor 6 år siden
: “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 Sevostyanovhar citeretfor 8 år siden
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
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.
ladnadyahar citeretfor 9 måneder siden
After the New Orleans devastation, Starbucks partners voluntarily contributed their own efforts to help get the city back on its feet again.