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.

1. How
Starbucks
Became the
Apple of
Coffee

2. Build a Brand Worth Talking About
GRAHAMDBROWN

3. GRAHAMDBROWN.COM3
Featuring
Case Studies
from my
Brand
Leadership
Manual
http://www.GrahamDBrown.com/Manual

4. GRAHAMDBROWN.COM
Starbucks & Apple
What have these two brands got in
common?

5. GRAHAMDBROWN.COM
…they share class leading growth

6. GRAHAMDBROWN.COM
Let’s talk about How…
The 5 Factors that created an
Apple-style Brand Experience

7. GRAHAMDBROWN.COM
In this Presentation
1. Brand Experience
2. Brand Love
3. Customer Experience
4. Shared Experience
5. Social Space

8. GRAHAMDBROWN.COM
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

9. GRAHAMDBROWN.COM9
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

10. GRAHAMDBROWN.COM
CLICK HERE to ACCESS this FREE
explainer video giving you background
insights and analysis for this presentation

11. GRAHAMDBROWN.COM
#1 BRAND
EXPERIENCE
(not branding)

12. GRAHAMDBROWN.COM
Starbucks & Apple
Both companies understand
Branding doesn’t build brands

13. GRAHAMDBROWN.COM
Starbucks: minimum advertising
this is a chart of
annual ad spend

14. GRAHAMDBROWN.COM
Brand Experience
a fundamentally different
approach to marketing…

15. GRAHAMDBROWN.COM15

16. GRAHAMDBROWN.COM
This is notthe Starbucks brand
Branding is dead
and Starbucks
knows it

17. GRAHAMDBROWN.COM
This is the Starbucks Brand

18. GRAHAMDBROWN.COM
Brand Experience
The Experience is the Brand

19. GRAHAMDBROWN.COM
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

20. GRAHAMDBROWN.COM
#2 BRAND LOVE
(not brand likes)

21. GRAHAMDBROWN.COM21

22. GRAHAMDBROWN.COM
Share the love
don’t forget to
hit the LIKE button
so other Slideshare users
can discover this too

23. GRAHAMDBROWN.COM
“the most powerful
and enduring
brands are built
from the heart.”
Howard Schultz, CEO Starbucks

24. GRAHAMDBROWN.COM
EMOTION vs LOGIC
don’t fall in love with the
product, fall in love with
what the product does for
them

25. GRAHAMDBROWN.COM25
look at the
Apple
marketing
philosophy
Empathy:
understand
their needs
better than any
other company

26. GRAHAMDBROWN.COM
This is not
coffee…

27. GRAHAMDBROWN.COM
fall in love with what
your product does
for them…

28. GRAHAMDBROWN.COM
#3 CUSTOMER
EXPERIENCE
(not campaigns)

29. GRAHAMDBROWN.COM
APPLE IS A RETAIL CO.
62% of Apple’s US
employees work for Apple
Stores

30. GRAHAMDBROWN.COM

31. GRAHAMDBROWN.COM
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

32. GRAHAMDBROWN.COM

33. GRAHAMDBROWN.COM
EVOLVE THE EXPERIENCE
Create a feedback loop and
use technology to evolve
that experience every day

34. GRAHAMDBROWN.COM
Build a platform to create feedback
MyStarbucksIdea is the
cornerstone of improving
their experience

35. GRAHAMDBROWN.COM
Ask: how can we make this experience better?
Thanks!

36. GRAHAMDBROWN.COM

37. GRAHAMDBROWN.COM
Remove friction at every customer touchpoint
Never set out to
be a payments
player but to fix
a problem…

38. GRAHAMDBROWN.COM

39. GRAHAMDBROWN.COM
DO WHAT’S NEEDED
If Starbucks needs to
become a tech company to
deliver the best experience,
Starbucks will become a
tech company.

40. GRAHAMDBROWN.COM

41. GRAHAMDBROWN.COM
"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

42. GRAHAMDBROWN.COM
How Starbucks Became a Tech Company

43. GRAHAMDBROWN.COM
“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

44. GRAHAMDBROWN.COM
#4 SHARED
EXPERIENCE
(not shared content)

45. GRAHAMDBROWN.COM

46. GRAHAMDBROWN.COM
PEOPLE ARE SHARING
Millions of photos tagged
#starbucks across social
media platforms…

47. GRAHAMDBROWN.COM47
19 million photos
tagged #Starbucks on Instagram!!!
Let’s take a closer look

48. GRAHAMDBROWN.COM
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

49. GRAHAMDBROWN.COM

50. GRAHAMDBROWN.COM
EARNED MEDIA
Give customers the tools to
tell their story…

51. GRAHAMDBROWN.COM

52. GRAHAMDBROWN.COM
#5 SOCIAL SPACE
(not social media)

53. GRAHAMDBROWN.COM

54. GRAHAMDBROWN.COM
WE ARE SOCIAL BY DESIGN
Modern technology
overlooks the fact that we
make decisions in their
social context

55. GRAHAMDBROWN.COM

56. GRAHAMDBROWN.COM
SHOPPING IS SOCIAL
Nothing can replace the
appeal of sharing a space, a
conversation or an
experience in the offline
world

57. GRAHAMDBROWN.COM

58. GRAHAMDBROWN.COM

59. GRAHAMDBROWN.COM
GEN DISCONNECTED
Don’t believe the hype:
Millennial customers are the
loneliest generation…

60. GRAHAMDBROWN.COM
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

61. GRAHAMDBROWN.COM
FRIENDS > “FRIENDS”
Sure, they may have 1500
“friends” on Facebook, but
they value the offline, analog
interaction with
real-world Friends more
than ever

62. GRAHAMDBROWN.COM

63. GRAHAMDBROWN.COM
SOCIAL SPACE
Starbucks is that
“3rd Place”

64. GRAHAMDBROWN.COM
“A third placebetween work and home…”
A lot of what
people share
about
#Starbucks is
related to friends

65. GRAHAMDBROWN.COM
“In an increasingly
fractured society,
our stores offer a quiet
moment to gather your
thoughts and center
yourself.”
-­‐ Howard Schultz, CEO

66. Build a Brand Worth Talking About
GRAHAMDBROWN

67. GRAHAMDBROWN.COM
…and by the way
if this presentaBon is
of useful to you
hit the LIKE buYon
so other Slideshare users
can discover it too

68. GRAHAMDBROWN.COM
Share the love
don’t forget to
hit the LIKE button
so other Slideshare users
can discover this too

69. GRAHAMDBROWN.COM69
Learn how to
market like
Apple,
Starbucks
and LEGO
http://www.GrahamDBrown.com/Manual

70. GRAHAMDBROWN.COM
CLICK HERE to ACCESS this FREE
explainer video giving you background
insights and analysis for this presentation