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How
Starbucks
Became the
Apple of
Coffee
Build a Brand Worth Talking About
GRAHAMDBROWN
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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?
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…they share class leading growth
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Let’s talk about How…
The 5 Factors that created an 

Apple-style Brand Experience
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In this Presentation
1. Brand Experience
2. Brand Love
3. Customer Experience
4. Shared Experience
5. Soc...
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How they think different…
What  Starbucks  &  Apple  do.. What  the  Rest  does…
Brand Experience Brand M...
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And  as  a  bonus  to  
Slideshare  users,  if  you  
want  to  access  my  
walkthrough video    
of  t...
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CLICK HERE to ACCESS this FREE
explainer video giving you background
insights and analysis for this prese...
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#1  BRAND

EXPERIENCE  
(not  branding)
GRAHAMDBROWN.COM
Starbucks & Apple
Both companies understand
Branding doesn’t build brands
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Starbucks: minimum advertising
this  is  a  chart  of  
annual  ad  spend
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Brand Experience
a fundamentally different
approach to marketing…
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This is notthe Starbucks brand
Branding  is  dead  
and  Starbucks  
knows  it
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This is the Starbucks Brand
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Brand Experience
The Experience is the Brand
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PEOPLE
METRICS
85
of brand happens in daily  interacBon (tweets, status
updates, content shares, conversa...
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#2  BRAND  LOVE  
(not  brand  likes)
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Share the love
don’t forget to 

hit the LIKE button
so other Slideshare users
can discover this too
GRAHAMDBROWN.COM
“the most powerful
and enduring
brands are built
from the heart.”
Howard Schultz, CEO Starbucks
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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  c...
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This is not
coffee…
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fall in love with what
your product does
for them…
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#3  CUSTOMER

EXPERIENCE  
(not  campaigns)
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APPLE IS A RETAIL CO.
62% of Apple’s US
employees work for Apple
Stores
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BRAND HAPPENS
You can’t control the brand
conversation, but you can
create a space for people to
explore ...
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EVOLVE THE EXPERIENCE
Create a feedback loop and
use technology to evolve
that experience every day
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Build a platform to create feedback
MyStarbucksIdea  is  the  
cornerstone  of  improving  
their  experi...
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Ask: how can we make this experience better?
Thanks!
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Remove friction at every customer touchpoint
Never  set  out  to  
be  a  payments  
player  but  to  fix...
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DO WHAT’S NEEDED
If Starbucks needs to
become a tech company to
deliver the best experience,
Starbucks wi...
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"They're creating community hubs
online, They take what they're really,
really good at as a company — in ...
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How Starbucks Became a Tech Company
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“The businesses that utilize technology
to enhance their customers'
experiences are going to be the big
w...
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#4  SHARED  
EXPERIENCE  
(not  shared  content)
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PEOPLE ARE SHARING
Millions of photos tagged
#starbucks across social
media platforms…
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19 million photos 

tagged #Starbucks on Instagram!!!
Let’s  take  a  closer  look
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Starbucks  Dominates  Instagram  Shares
Number of photos tagged on Instagram by brand name
SOURCE: TOTALY...
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EARNED MEDIA
Give customers the tools to
tell their story…
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#5  SOCIAL  SPACE  
(not  social  media)
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WE ARE SOCIAL BY DESIGN
Modern technology
overlooks the fact that we
make decisions in their
social conte...
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SHOPPING IS SOCIAL
Nothing can replace the
appeal of sharing a space, a
conversation or an
experience in ...
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GEN DISCONNECTED
Don’t believe the hype:
Millennial customers are the
loneliest generation…
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Families are spending less time together
% of families who make time for…
family gets together every day
...
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FRIENDS > “FRIENDS”
Sure, they may have 1500
“friends” on Facebook, but
they value the offline, analog
in...
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SOCIAL SPACE
Starbucks is that

“3rd Place”
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“A third placebetween work and home…”
A  lot  of  what  
people  share  
about  
#Starbucks  is  
related...
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“In  an increasingly
fractured society,  
our  stores  offer  a  quiet  
moment  to  gather  your  
thoug...
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 user...
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Share the love
don’t forget to 

hit the LIKE button
so other Slideshare users
can discover this too
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Learn  how  to  
market  like  
Apple,  
Starbucks  
and  LEGO
http://www.GrahamDBrown.com/Manual  
GRAHAMDBROWN.COM
CLICK HERE to ACCESS this FREE
explainer video giving you background
insights and analysis for this prese...
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GRAHAMDBROWN.COM Starbucks  Dominates  Instagram  Shares How Starbucks Became the Apple of Coffee

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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

Publié dans : Business, Marketing
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