In 2002 Starbuck's shared its guiding principles for brand building. Five years later do they still ring true?•Starbucks brand is its product, its people and its in-store experience.•Starbuck's promise: For curious and discerning adults, Starbucks provides the best coffee experience that enriches lives.•Starbucks strives to create an inviting, enriching experience that is stylish and elegant and that provides people with respite, time out and a personal treat. The experience is designed to enhance sensory signals.•Starbucks romances coffee drinking. It encourages its employees to approach coffee with a wine steward mentality.•Involvement and personal interaction is key to the Starbucks experience. Starbucks strives to be authentic and stand for something through passionate and committed employees. It promotes treating people with respect and dignity.
Excerpted from Nancy Barnet's (Strategic Liaison Director, Starbucks Coffee Company) presentation at the 2002 Summit on Internal Communications, October 22,2002, Chicago, IL.Sponsored By: Harvard Business School Press
Excerpted from Nancy Barnet's (Strategic Liaison Director, Starbucks Coffee Company) presentation at the 2002 Summit on Internal Communications, October 22,2002, Chicago, IL.Sponsored By: Harvard Business School Press
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