Part 2: How did Starbucks become a global phenomenon and one of the most recognized brands in the world?
When Howard Schultz first joined Starbucks, he wasn't the owner of the company. He joined a few guys that had started the company. He then travelled to Milan and experienced the coffee culture and espresso bars where people socialized in the morning. He saw first hand how people caught up on the news while enjoying a cup of espresso. That inspired the vision he crafted from the beginning - to design a social environment where people not only came for great coffee, but stayed for a unique
No one is going to pick up your product or try your service, if they're not interested in buying into the experience.
What Starbucks did was create a unique social experience and position their brand around a place where people could congregate. It wasn't just a place for people to get a great cup of coffee. It was also a place to work, study, meet friends, a writers desk, or a startup's first office.
Great brands like Starbucks also tell stories. How? By authentically connecting with their customers about who they are and what unique benefit they offer.
What story is your brand telling?