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This presentation deck was used in a recent teleconference. The information is from my book, "TRIBAL KNOWLEDGE: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture." TRIBAL …

This presentation deck was used in a recent teleconference. The information is from my book, "TRIBAL KNOWLEDGE: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture." TRIBAL KNOWLEDGE shares some of the principles that have made Starbucks an endearing and enduring brand. I learned this "tribal knowledge" first-hand from my eight-years working deep inside the Starbucks marketing department.

More information can be found at www.tribalknowledge.biz.

SHORT BIO: John Moore is a former long-time Starbucks marketer and current Marketing Medic with the Brand Autopsy Marketing Practice (www.brandautopsy.com).

Published in Economy & Finance , Business
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Transcript

  • 1. John Moore Lessons Learned From Working Inside Starbucks
  • 2. 1971 | Seattle, WA An old school photo of the three Starbucks founders --Jerry, Gordon, and Zev.
  • 3. 1971 Whole Bean Loose Leaf Tea Spices
  • 4. 1971 1982 4 locations gaining acclaim key new hire
  • 5. 1971 1982 “ Espresso Epiphany” 1983
  • 6. 1971 1982 Howard leaves to open IL Giornale 1983 1985
  • 7. 1971 1982 1983 1985 1987 Howard buys Starbucks 17 locations
  • 8. 1971 1982 1983 1985 1987 Starbucks IPO 165 locations 1992
  • 9. 1971 1982 1983 1985 1987 Int’l Expansion Frappuccino® 677 locations 1992 1995
  • 10. 2006
  • 11. 12,500+ locations 37 countries 6 new stores a day 40MM customers visit every week 145,000+ employees 350 new employees every day $10K in 1992 worth $700,000 today 2006
  • 12. “ In the early days, we were so busy selling coffee, one cup at a time, opening stores and educating people about dark-roasted coffee that we never thought much about ‘branding strategy.’” Howard Schultz Starbucks chairman & visionary
  • 13. Building the Business Creates the Brand Tribal Truth #1
  • 14. Demystifying Branding
  • 15.  
  • 16.  
  • 17.  
  • 18.  
  • 19. Make the Common Uncommon Tribal Truth #3
  • 20. Making the Common Uncommon
  • 21. Making the Common Uncommon
  • 22. takeaway Our ________ is the only __________ that ________. (brand) (product category) (uniqueness) source: ZAG (Marty Neumeier, 2006)
  • 23. Remarkable Things Get Remarked About Tribal Truth #18
  • 24. source: Pine & Gilmore | “Experience Economy” Commodity to Remarkability 1¢ - 2¢ COMMODITY 5¢ - 25¢ GOOD $2.00 - $5.00 EXPERIENCE 75¢ - $1.50 SERVICE
  • 25. Earned opinions trump bought impressions. takeaway
  • 26. “ Marketing programs don’t just sell products, they have a profound impact on brand definition in the minds of consumers and, as important, to employees.” Scott Bedbury former Starbucks executive
  • 27. Marketing Has Two Audiences Tribal Truth #45
  • 28. “ Marketing programs aimed at employees can inspire like no internal email or voicemail can.” John Moore Me, “marketing snafu”
  • 29.  
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  • 32.  
  • 33. “ The passion that goes in a business can inspire the passions of those who work for the business.” John Moore Me, “marketing snafu”
  • 34.  
  • 35. Make the Company Something to Believe In Tribal Truth #32
  • 36. Choose 3 to 5 areas your business will NEVER COMPROMISE takeaway
  • 37. Be Mission-Driven to Change the World Tribal Truth #47
  • 38. If your business went out-of-business tomorrow, would anyone care? takeaway source: MAVERICKS AT WORK (Bill Taylor & Polly LaBarre, 2006)
  • 39. Questions?
  • 40. Further Learning … BOOK www.tribalknowledge.biz BLOG
  • 41. [email_address] www.brandautopsy.com
  • 42. John Moore Lessons Learned From Working Inside Starbucks