space2scale
  • Home
  • About
  • Contact

Starbucks® Doesn’t Sell Coffee!

6/22/2011

1 Comment

 
(The following is an excerpt from my white paper SMALL BUSINESS BRANDING: 3 Initiatives No Founder or CEO Should Delegate)

When Howard Schultz became steward of the Starbucks brand, he identified the “Third Place” concept as its core value.

Here’s how it works: Starbucks aims to be people’s anchor in the community – a welcoming and comfortable place that fosters connection between individuals.  It is called “Third Place” because Starbucks’ brand aims to create the environment where you will spend most of your time after your home (First Place) and your work (Second Place).  Starbucks has leveraged “Third Place,” that simple – but differentiating – internal brand statement into a world where no one asks you to leave, ever.

Starbucks Internal Brand Statement demands comfortable couches and chairs, relentlessly friendly employees and even good quality toilet paper (not kidding).  See how radically different that is from ‘selling coffee’ and feeling guilty if you ‘just sit there without ordering?’  Today, close to 17,000 company stores in 50 countries charge $4 a drink for delivering that brand promise. 

1 Comment
Autisticswaggie link
9/8/2023 05:15:47 am

Thiis was great to read

Reply



Leave a Reply.

    Picture

    Thorsten's
    Blog...

    First time here?  Please look at my Welcome Letter.  Hope I can be of service!

    View my profile on LinkedIn

    Archives

    June 2017
    November 2015
    August 2015
    June 2015
    July 2014
    January 2013
    December 2012
    November 2012
    October 2012
    September 2012
    June 2012
    February 2012
    January 2012
    December 2011
    November 2011
    September 2011
    August 2011
    June 2011
    May 2011
    April 2011
    March 2011

    Categories

    All
    Apple
    Brand
    Branding
    Brand Promise
    Brand Relevance
    Brand Stewardship
    College
    Cowboy
    Differentiation
    Filter Cigarettes
    Internal Brand Statement
    Leo Burnett
    Marlboro
    Outlier
    Personal Branding
    Peter Guber
    Phillip Morris
    Pricing
    Rolex
    Service
    Shawn Achor
    Stanford
    Steve Jobs
    Story
    Ted
    Tell To Win
    Timex
    Ucla
    Zag

    RSS Feed

Powered by Create your own unique website with customizable templates.