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For Starbucks, the equivalent of Nike’s “Authentic athletic performance” became “Rewarding everyday moments
As Scott Bedbury put it: “Consciously or not, we seek experiences that make us think, that make us feel, that help us grow, and that enrich our lives in some way.”
1. Start with your own people: they are the real link to consumers. Exceed the expectations of your people and you will automatically exceed those of your customers.
2. Have strong values that you stick to and know yourself by. Then take decisions according to these values.
3. Ensure there is no gap between your brand values and your actions. Change your actions to fit your values, not the other way round.
4. Keep things fresh by reinventing, but never tamper with the core of what you do.
5. Reach out to communities, making emotional connections between the people who work for you and the places where they work.
6. Remember that every detail matters
2. Have strong values that you stick to and know yourself by. Then take decisions according to these values.
3. Ensure there is no gap between your brand values and your actions. Change your actions to fit your values, not the other way round.
4. Keep things fresh by reinventing, but never tamper with the core of what you do.
5. Reach out to communities, making emotional connections between the people who work for you and the places where they work.
6. Remember that every detail matters
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