Starbucks: How They Made Starbucks a Home Away from Home

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Coffee is a commodity. You can get a cup at any café, sandwich bar or restaurant anywhere. So how did Star bucks manage to reinvent coffee as a whole new experience, and create a hugely successful brand in the process? This book tells the Starbucks story from its origins in a Seattle fish market to its growing global presence today. This is a story that has unfolded quickly at least in ‘terms of conventional business development. Starbucks is a phenomenon. Unknown 15 years ago, it now ranks among the 100 most valuable brands in the world. It has become the quintessential brand of the modern age, built around the creation of an experience that can be consistently reproduced across the world. In exploring the secrets behind Starbucks’ success, this book also tackles the wider question of what makes a successful brand. But ultimately it is a fascinating human story to inspire all of us.

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John Simmons is a writer and consultant on brands. His books We, Me, Them & It (2000) and The Invisible Grail (2003) argue that the importance of language, storytelling, and verbal identity in branding has long been neglected. He recently co-edited The Economist Guide to Brands and Branding (2003). His latest book is Dark Angels: How Writing Releases Creativity at Work (2004). In his previous role as a director of Inter brand, an international brand consultancy, John worked with organizations as diverse as Orange, Air Products, and the National Theater. Always keen to promote better writing in business, he co-founded the writers’ group 26, and is a regular speaker at conferences and events. He is also director of training at The Writer, where he helps to develop people and organizations through writing. Table of Contents Acknowledgments Introducing Great brand stories A short shot Starting with a bean Setting out on the voyage Expanding the horizons Friends and neighbors Head for a different place Here, there, and everywhere Doing well by doinggood The next port of call Six important things for other brands to learn from the Starbucks story Afterword : Keep on keeping on