This document discusses an organization's mission and purpose. It talks about who they are, what they do, and why their work matters. It also mentions customizing personal identities, promoting brands through consumption, and debates around coffee dilution and mobile platforms.
12. Personal Identity "People promote their own brands — even promote themselves — by being Starbucks consumers," Jeff Swystun, global director at brand-savvy Interbrand.
so maybe we should change this slide, but i quite like it the way it is
i worked a ke$ha song into it. except jim hates her
so we should start thinking of a company and get an outline done
so we should start thinking of a company and get an outline done
so we should start thinking of a company and get an outline done
so we should start thinking of a company and get an outline done
so we should start thinking of a company and get an outline done
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everybody wants to be unique every business must be unique starbucks is no different, here are some ways it is better quality coffee atmosphere - culturally relavent books music and literature combine this with a social experience in the store and now on the application glimpse at how they differentiate their stores and how that translates to their application
experience tailored to you. hundreds of drink possibilities drinks custom built and saved stores and app no longer focus on their unique product but on your unique needs and meeting them unique selling proposition vs. unique buying state
want to be different still people to be part of the "it" thing they look at how customers feel after interacting with the brand how do you feel when coming out of starbucks vs. leaving mcdonalds, which would you rather be seen doing how do you feel after interacting with the app It ’s not what you say you are, it’s about what they (the consumer) feel and think and how it effects their decision in interacting with your brand.
My Starbucks Idea was started to collect ideas for making starbucks better not a corporate app just touting their products with a one size fits all solution the app is full of preferences, social aspects makes them feel like starbucks knows them and remembers their preferences
learn the names of the different sizes increases loyalty learn about pop culture be part of creating pop culture you want to be that guy wearing the north face with his VW keys laying next to his macbook pro at starbucks mocha frappe latte chino. venti
What it is, why it ’s different, why people want it; specialization why join the starbucks club so why starbucks over the coffee shop next door high customer loyalty community involvement healthy foods and they offer the health facts in their app moral superiority by having ethical sources through fairtrade social aspects of sitting in the store with the music and atmosphere
Narrow opportunities to just focus on what you are good at, be #1 best at coffee and providing familiar experience wherever you are starbucks may be dabbling in music production and other pop culture things with their merchandise, but this app sticks to their core dichotomy here as starbucks is starting Hear Music as a retail music chain with starbucks inside. however the application remains true to the main goals of the company
extensions to enhance brand not dilute it by branding new things starbucks sells music and literature to enhance brand image of culturally hip place to be not to extend their name application doesn't have a music player or online store, but focuses on coffee and social aspects could have small section of seeing top music tracks to extend that culture aspect
you can save without being on the internet only targeted one platform came out before mobile web was as mature as it is today, leader in technology apps are trendy right now, starbucks is a trendy company
only on iPhone making things exclusive can increase demand premise behind facebook guaranteed user experience apple and starbucks have had partnerships selling music through itunes iPhone was only smartphone with real market share until recently
transfer of corporate message and values to an app extremely innovative app that provides a very clean, customizable and personable interface with the starbucks brand that emphasizes many of the core aspects of the brand by telling brand stories, emphasizing health, pop culture, coffee, and how starbucks has become more than coffee it has become a lifestyle and a part of their personal identity.
