The Starbucks Story. How the brand changed the world

You cannot deliver a brand that customers like unless your own people embody your brand

Customers want to know what a brand is going to give the world in return for the cash they hand over for a product.

For a brand to have growing power, it needs to be a social animal; it must have the ability to bring people together.

starts with a commodity product – coffee beans – and invests them with extraordinary added value by creating an experience that transcends the simple act of drinking an unnecessary beverage.

People enjoy working with a company that they perceive as having a soul.

: “In business, the front room is what the world sees: in our case, the coffee, the stores, the style, the brand. But the back room is where we win. The efficiency of the back room is really what’s made Starbucks a financial success.”

Coffee is the world’s second most heavily traded commodity, after petroleum. Its economic power was apparent to the World Bank, which had encouraged many poor nations to move into coffee growing

253 Asoke, 12th Flr, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand • Marshall Cavendish (Malaysia) Sdn Bhd.

very year European baristas go to African coffee plantations to understand and contribute to the efforts of those communities. US partners go to plantations in Costa Rica, Asian partners to Indonesia. Farming support centres help African farmers with agronomy training, aiming to achieve higher yields of better coffee.

After the New Orleans devastation, Starbucks partners voluntarily contributed their own efforts to help get the city back on its feet again.