1. How
Starbucks
Became the
Apple of
Coffee

2. Build a Brand Worth Talking About
GRAHAMDBROWN

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Featuring
Case Studies
from my
Brand
Leadership
Manual
http://www.GrahamDBrown.com/Manual

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Starbucks & Apple
What have these two brands got in
common?

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…they share class leading growth

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Let’s talk about How…
The 5 Factors that created an
Apple-style Brand Experience

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In this Presentation
1. Brand Experience
2. Brand Love
3. Customer Experience
4. Shared Experience
5. Social Space

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How they think different…
What Starbucks & Apple do.. What the Rest does…
Brand Experience Brand Management
Brand Love Brand Like
Customer Experience Campaigns
Shared Experience Shared Content
Social Space Social Media

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And as a bonus to
Slideshare users, if you
want to access my
walkthrough video
of this presentation,
click the link
in the next slide

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CLICK HERE to ACCESS this FREE
explainer video giving you background
insights and analysis for this presentation

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#1 BRAND
EXPERIENCE
(not branding)

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Starbucks & Apple
Both companies understand
Branding doesn’t build brands

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Starbucks: minimum advertising
this is a chart of
annual ad spend

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Brand Experience
a fundamentally different
approach to marketing…

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This is notthe Starbucks brand
Branding is dead
and Starbucks
knows it

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This is the Starbucks Brand

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Brand Experience
The Experience is the Brand

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PEOPLE
METRICS
85
of brand happens in daily interacBon (tweets, status
updates, content shares, conversations between
customers, between customers and employees)
PEOPLE
CULTUREMETRICS
Brand
Experience
CULTURE
%
The Starbucks Brand Experience

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#2 BRAND LOVE
(not brand likes)

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Share the love
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“the most powerful
and enduring
brands are built
from the heart.”
Howard Schultz, CEO Starbucks

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EMOTION vs LOGIC
don’t fall in love with the
product, fall in love with
what the product does for
them

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look at the
Apple
marketing
philosophy
Empathy:
understand
their needs
better than any
other company

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This is not
coffee…

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fall in love with what
your product does
for them…

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#3 CUSTOMER
EXPERIENCE
(not campaigns)

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APPLE IS A RETAIL CO.
62% of Apple’s US
employees work for Apple
Stores

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BRAND HAPPENS
You can’t control the brand
conversation, but you can
create a space for people to
explore and interact with it
in a positive way

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EVOLVE THE EXPERIENCE
Create a feedback loop and
use technology to evolve
that experience every day

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Build a platform to create feedback
MyStarbucksIdea is the
cornerstone of improving
their experience

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Ask: how can we make this experience better?
Thanks!

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Remove friction at every customer touchpoint
Never set out to
be a payments
player but to fix
a problem…

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DO WHAT’S NEEDED
If Starbucks needs to
become a tech company to
deliver the best experience,
Starbucks will become a
tech company.

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"They're creating community hubs
online, They take what they're really,
really good at as a company — in terms
of consumer experience and thinking
about what consumer relationship is to
the company and to the brand.”
- Michael Schutzler, CEO of the Washington
Technology Industry Association

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How Starbucks Became a Tech Company

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“The businesses that utilize technology
to enhance their customers'
experiences are going to be the big
winners in the years to come. I'd
definitely put Starbucks in that
category.”
- Kevin Johnson, COO President Starbucks

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#4 SHARED
EXPERIENCE
(not shared content)

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PEOPLE ARE SHARING
Millions of photos tagged
#starbucks across social
media platforms…

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19 million photos
tagged #Starbucks on Instagram!!!
Let’s take a closer look

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Starbucks Dominates Instagram Shares
Number of photos tagged on Instagram by brand name
SOURCE: TOTALYOUTHRESEARCH BASED ON EMARKETER DATA
STARBUCKS IS ONE OF THE MOST POPULAR BRANDS ON INSTAGRAM
Nearest big brand Apple not even half of Starbucks Earned Media
Pepsi Coke Apple Starbucks
19.1m
9.1m
5.2m
3.4m
That’s a lot of people sharing
Starbucks experiences

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EARNED MEDIA
Give customers the tools to
tell their story…

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#5 SOCIAL SPACE
(not social media)

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WE ARE SOCIAL BY DESIGN
Modern technology
overlooks the fact that we
make decisions in their
social context

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SHOPPING IS SOCIAL
Nothing can replace the
appeal of sharing a space, a
conversation or an
experience in the offline
world

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GEN DISCONNECTED
Don’t believe the hype:
Millennial customers are the
loneliest generation…

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Families are spending less time together
% of families who make time for…
family gets together every day
family shops together every week
family has annual vacation together
1991 2001 2011
It’s not just families but
society-­‐wide we have less
social contact than 20 yrs ago

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FRIENDS > “FRIENDS”
Sure, they may have 1500
“friends” on Facebook, but
they value the offline, analog
interaction with
real-world Friends more
than ever

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SOCIAL SPACE
Starbucks is that
“3rd Place”

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“A third placebetween work and home…”
A lot of what
people share
about
#Starbucks is
related to friends

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“In an increasingly
fractured society,
our stores offer a quiet
moment to gather your
thoughts and center
yourself.”
-­‐ Howard Schultz, CEO

66. Build a Brand Worth Talking About
GRAHAMDBROWN

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…and by the way
if this presentaBon is
of useful to you
hit the LIKE buYon
so other Slideshare users
can discover it too

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Share the love
don’t forget to
hit the LIKE button
so other Slideshare users
can discover this too

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Learn how to
market like
Apple,
Starbucks
and LEGO
http://www.GrahamDBrown.com/Manual

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CLICK HERE to ACCESS this FREE
explainer video giving you background
insights and analysis for this presentation