SlideShare a Scribd company logo
How
Starbucks
Became the
Apple of
Coffee
Build a Brand Worth Talking About
GRAHAMDBROWN
GRAHAMDBROWN.COM3
Featuring  
Case  Studies  
from  my  
Brand  
Leadership  
Manual
http://www.GrahamDBrown.com/Manual  
GRAHAMDBROWN.COM
Starbucks & Apple
What have these two brands got in
common?
GRAHAMDBROWN.COM
…they share class leading growth
GRAHAMDBROWN.COM
Let’s talk about How…
The 5 Factors that created an 

Apple-style Brand Experience
GRAHAMDBROWN.COM
In this Presentation
1. Brand Experience
2. Brand Love
3. Customer Experience
4. Shared Experience
5. Social Space
GRAHAMDBROWN.COM
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
GRAHAMDBROWN.COM9
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
GRAHAMDBROWN.COM
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)
GRAHAMDBROWN.COM
Starbucks & Apple
Both companies understand
Branding doesn’t build brands
GRAHAMDBROWN.COM
Starbucks: minimum advertising
this  is  a  chart  of  
annual  ad  spend
GRAHAMDBROWN.COM
Brand Experience
a fundamentally different
approach to marketing…
GRAHAMDBROWN.COM15
GRAHAMDBROWN.COM
This is notthe Starbucks brand
Branding  is  dead  
and  Starbucks  
knows  it
GRAHAMDBROWN.COM
This is the Starbucks Brand
GRAHAMDBROWN.COM
Brand Experience
The Experience is the Brand
GRAHAMDBROWN.COM
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
GRAHAMDBROWN.COM
#2  BRAND  LOVE  
(not  brand  likes)
GRAHAMDBROWN.COM21
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Share the love
don’t forget to 

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“the most powerful
and enduring
brands are built
from the heart.”
Howard Schultz, CEO Starbucks
GRAHAMDBROWN.COM
EMOTION vs LOGIC
don’t fall in love with the
product, fall in love with
what the product does for
them
GRAHAMDBROWN.COM25
look at the
Apple
marketing
philosophy
Empathy:  
understand
their needs  
better  than  any  
other  company
GRAHAMDBROWN.COM
This is not
coffee…
GRAHAMDBROWN.COM
fall in love with what
your product does
for them…
GRAHAMDBROWN.COM
#3  CUSTOMER

EXPERIENCE  
(not  campaigns)
GRAHAMDBROWN.COM
APPLE IS A RETAIL CO.
62% of Apple’s US
employees work for Apple
Stores
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
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
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
EVOLVE THE EXPERIENCE
Create a feedback loop and
use technology to evolve
that experience every day
GRAHAMDBROWN.COM
Build a platform to create feedback
MyStarbucksIdea  is  the  
cornerstone  of  improving  
their  experience
GRAHAMDBROWN.COM
Ask: how can we make this experience better?
Thanks!
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
Remove friction at every customer touchpoint
Never  set  out  to  
be  a  payments  
player  but  to  fix  
a  problem…
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
DO WHAT’S NEEDED
If Starbucks needs to
become a tech company to
deliver the best experience,
Starbucks will become a
tech company.
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
"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
GRAHAMDBROWN.COM
How Starbucks Became a Tech Company
GRAHAMDBROWN.COM
“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
GRAHAMDBROWN.COM
#4  SHARED  
EXPERIENCE  
(not  shared  content)
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
PEOPLE ARE SHARING
Millions of photos tagged
#starbucks across social
media platforms…
GRAHAMDBROWN.COM47
19 million photos 

tagged #Starbucks on Instagram!!!
Let’s  take  a  closer  look
GRAHAMDBROWN.COM
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
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
EARNED MEDIA
Give customers the tools to
tell their story…
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
#5  SOCIAL  SPACE  
(not  social  media)
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
WE ARE SOCIAL BY DESIGN
Modern technology
overlooks the fact that we
make decisions in their
social context
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
SHOPPING IS SOCIAL
Nothing can replace the
appeal of sharing a space, a
conversation or an
experience in the offline
world
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
GEN DISCONNECTED
Don’t believe the hype:
Millennial customers are the
loneliest generation…
GRAHAMDBROWN.COM
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
GRAHAMDBROWN.COM
FRIENDS > “FRIENDS”
Sure, they may have 1500
“friends” on Facebook, but
they value the offline, analog
interaction with 

real-world Friends more
than ever
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
SOCIAL SPACE
Starbucks is that

“3rd Place”
GRAHAMDBROWN.COM
“A third placebetween work and home…”
A  lot  of  what  
people  share  
about  
#Starbucks  is  
related  to  friends
GRAHAMDBROWN.COM
“In  an increasingly
fractured society,  
our  stores  offer  a  quiet  
moment  to  gather  your  
thoughts  and  center  
yourself.”  
-­‐  Howard  Schultz,  CEO
Build a Brand Worth Talking About
GRAHAMDBROWN
GRAHAMDBROWN.COM
…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
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can discover this too
GRAHAMDBROWN.COM69
Learn  how  to  
market  like  
Apple,  
Starbucks  
and  LEGO
http://www.GrahamDBrown.com/Manual  
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