If you owned stock in Starbucks and Apple, you'd be sitting on a 1000% return on your investment over the last 7 years.
The phenomenal rise of these two companies is the result of clear focus on their brand marketing strategy, one which required a conscious split from traditional BRANDING based advertising, to marketing fit for the 21st century: BRAND EXPERIENCE.
In this presentation, we'll look at the success story from the Starbucks side: a case study of how Starbucks became a loved brand like Apple and the 5 factors that underpin its class-leading marketing strategy.
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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
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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
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CLICK HERE to ACCESS this FREE
explainer video giving you background
insights and analysis for this presentation
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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
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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
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DO WHAT’S NEEDED
If Starbucks needs to
become a tech company to
deliver the best experience,
Starbucks will become a
tech company.
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"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
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“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
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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
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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
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FRIENDS > “FRIENDS”
Sure, they may have 1500
“friends” on Facebook, but
they value the offline, analog
interaction with
real-world Friends more
than ever