The document discusses the various components that contribute to the Starbucks brand, including advertising, menu offerings, employee engagement, and overall customer experience. It emphasizes the importance of consistency across all communication touch points to effectively establish and communicate the desired brand identity. The document warns against sending mixed messages that could dilute the brand's impact.

1. BRAND FROM THE INSIDE ……

2. Does the Starbucks brand form
Because of great advertising?
Was it their specialty drinks?
Their menu?
Their employees?

3. It’s all of that and more. It’s the whole experience!
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7. PRODUCTS PUBLIC RELATIONS
EVENTS
CUSTOMER SERVICE SALES
PROMOTIONS PACKAGING
BLOG
DIRECT MAIL YOUTUBE
LOOK & FEEL OF FACILITIES
ADVERTISEMENTS
PRESS RELEASES NEWSLETTERS
RADIO CAMPAIGNS
TWITTER WORD OF MOUTH PRICING
STRATEGIC PLAN
EMAIL
SERVICES WEBSITE
LOGO SLIDESHARE FACEBOOK

8. MEETINGS
LEADERSHIP BEHAVIORS
PERFORMANCE MANAGEMENT STRATEGIES DECISIONS
RECOGNITION POLICIES
INCENTIVES
VISION & MISSION
COMPENSATION
STRATEGIC PLAN
PERFORMANCE APPRAISALS
COMPANY VALUES
HIRING PROCEDURES
WORK SPACE
EMAILS
BENEFITS
TRUST
COMMUNICATION STRATEGIES

9. Formal
WHEN TOUCH POINTS AND DESIRED
BRAND COLLIDE!
Communication

10. WHEN TOO MANY DIFFERENT MESSAGES ARE SENT THROUGH ALL OF
THESE TOUCH POINTS, DESIRED COMPANY BRAND WILL NOT DEVELOP.
IT JUST BECOMES NOISE!