Starbucks Obsession

Author: Simmons
Publisher:
Publish Date: 2005-07-01
Features: The Third Space – In Starbucks, the body finds a sense of belonging, comforted by gazes, with sight, smell, and sound each finding their place. Amidst the floating city, people can dwell poetically for a moment. Partners: At Starbucks, employees are not called staff but partners. Partners' salaries are maintained at the top 25% level in the industry. They undergo rigorous training upon joining, such as when a customer accidentally spills a cup, partners should first console them kindly, telling them they've also had similar experiences, and that the customer need not mind, before cleaning up the mess. Cappuccino: Also known as frothy coffee, it is a concentrated coffee topped with hot steamed milk, delicately wrapped in a thick, creamy foam. Because cappuccino has less steamed milk than latte, it allows you to better savor the rich and elegant essence of the espresso. Latte: A coffee that creates visual effects through the principle of density, enhancing its visual appeal. Starbucks, starting from a small shop at Pike Place Market in Seattle in 1971, has become one of the world's most influential brands today (Brandchannel ranking). What is the secret to its winning variety? This book will reveal it all to you! A 2001 survey by Interbrand showed that Starbucks is the fastest-growing brand in terms of brand value. Despite spending only over $1 million on advertising annually, how did it quickly build brand awareness through face-to-face customer interactions? Sometimes, we forget that brands have many stories to tell. In fact, these stories themselves form vivid narratives. John Simmons tells these stories in a fresh, bold, and inspiring way. – Jon Porter, Guinness Brand Director This book is not intended to be an academic or economic work. The other books in this series are the same. The newly launched "Brand Brilliance" introduces three brands: Starbucks, Guinness, and David Beckham. The striking differences among these three brands are also the main reason for planning this series. One book is about the fresh reinvention of the brand product—coffee—whose experience goes far beyond the coffee itself; another is about a beer with a 250-year history and outstanding quality, which people seem to love for its mystery, though they may not fully understand its taste; and the third book tells the story of football star Beckham's performance on the global stage, whose value lies not only in his exceptional skills but also in his ability to create commercial value.