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.
186 halaman cetak
Sudahkah Anda membacanya? Bagaimanakah menurut Anda?


    Оксана Глагольеваmembagikan kesan7 tahun yang lalu
    👍Layak dibaca
    💡Banyak pelajaran
    🚀Sangat menarik

    Ellya Khristimembagikan kesan4 tahun yang lalu
    👍Layak dibaca
    💡Banyak pelajaran


    Alena Kaffamembuat kutipan4 tahun yang lalu
    You cannot deliver a brand that customers like unless your own people embody your brand
    vidannyy9615membuat kutipan4 tahun yang lalu
    Customers want to know what a brand is going to give the world in return for the cash they hand over for a product.
    vidannyy9615membuat kutipan4 tahun yang lalu
    For a brand to have growing power, it needs to be a social animal; it must have the ability to bring people together.

Di rak buku

    Business lunch
    • 273
    • 1.5K
    Mariana Ko
    • 136
    • 48
    Renner Chen
    RC Bookshelf
    • 10
    • 39
Seret dan letakkan file Anda (maksimal 5 sekaligus)