John Simmons

The Starbucks Story. How the brand changed the world

Coffee is a commodity. You can get a cup at any café, sandwich bar or restaurant anywhere. So how did Starbucks manage to reinvent coffee as a whole new experience, and create a hugely successful brand in the process? The Starbucks Story tells the brand’s story from its origins in a Seattle fish market to its growing global presence today. This is a story that has unfolded quickly — at least in terms of conventional business development. Starbucks is a phenomenon. Unknown 15 years ago, it now ranks among the 100 most valuable brands in the world. It has become the quintessential brand of the modern age, built around the creation of an experience that can be consistently reproduced across the world. Originally published in 2004 as 'My Sister's A Barista: How they made Starbucks a home away from home', this new 2012 edition has been updated to bring the brand up to date.
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    You cannot deliver a brand that customers like unless your own people embody your brand
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    Customers want to know what a brand is going to give the world in return for the cash they hand over for a product.
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    For a brand to have growing power, it needs to be a social animal; it must have the ability to bring people together.

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