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Starbucks Tribal Knowledge

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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).

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    Starbucks Tribal Knowledge Starbucks Tribal Knowledge Presentation Transcript

    • John Moore Lessons Learned From Working Inside Starbucks
    • 1971 | Seattle, WA An old school photo of the three Starbucks founders --Jerry, Gordon, and Zev.
    • 1971 Whole Bean Loose Leaf Tea Spices
    • 1971 1982 4 locations gaining acclaim key new hire
    • 1971 1982 “ Espresso Epiphany” 1983
    • 1971 1982 Howard leaves to open IL Giornale 1983 1985
    • 1971 1982 1983 1985 1987 Howard buys Starbucks 17 locations
    • 1971 1982 1983 1985 1987 Starbucks IPO 165 locations 1992
    • 1971 1982 1983 1985 1987 Int’l Expansion Frappuccino® 677 locations 1992 1995
    • 2006
    • 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
    • “ 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
    • Building the Business Creates the Brand Tribal Truth #1
    • Demystifying Branding
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    • Make the Common Uncommon Tribal Truth #3
    • Making the Common Uncommon
    • Making the Common Uncommon
    • takeaway Our ________ is the only __________ that ________. (brand) (product category) (uniqueness) source: ZAG (Marty Neumeier, 2006)
    • Remarkable Things Get Remarked About Tribal Truth #18
    • source: Pine & Gilmore | “Experience Economy” Commodity to Remarkability 1¢ - 2¢ COMMODITY 5¢ - 25¢ GOOD $2.00 - $5.00 EXPERIENCE 75¢ - $1.50 SERVICE
    • Earned opinions trump bought impressions. takeaway
    • “ 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
    • Marketing Has Two Audiences Tribal Truth #45
    • “ Marketing programs aimed at employees can inspire like no internal email or voicemail can.” John Moore Me, “marketing snafu”
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    • “ The passion that goes in a business can inspire the passions of those who work for the business.” John Moore Me, “marketing snafu”
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    • Make the Company Something to Believe In Tribal Truth #32
    • Choose 3 to 5 areas your business will NEVER COMPROMISE takeaway
    • Be Mission-Driven to Change the World Tribal Truth #47
    • If your business went out-of-business tomorrow, would anyone care? takeaway source: MAVERICKS AT WORK (Bill Taylor & Polly LaBarre, 2006)
    • Questions?
    • Further Learning … BOOK www.tribalknowledge.biz BLOG
    • [email_address] www.brandautopsy.com
    • John Moore Lessons Learned From Working Inside Starbucks