Branding from the Inside Intro
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The document discusses the various components that contribute to the Starbucks brand, including advertising, menu offerings, employee engagement, and overall customer experience. It emphasizes the importance of consistency across all communication touch points to effectively establish and communicate the desired brand identity. The document warns against sending mixed messages that could dilute the brand's impact.
Branding from the Inside Intro
- 1. BRAND FROM THE INSIDE ……
- 2. Does the Starbucks brand form Because of great advertising? Was it their specialty drinks? Their menu? Their employees?
- 3. It’s all of that and more. It’s the whole experience! Exp e rien c e
- 4. ice Serv Leadership mer Peop to Cus Po le lic Pac ie kag s in g Sales BRAND BRAND Strategies s ork tw Fa a l Ne ct s c o ci ilit du S Ma ie Logo Website o Pr r ke s ting
- 7. PRODUCTS PUBLIC RELATIONS EVENTS CUSTOMER SERVICE SALES PROMOTIONS PACKAGING BLOG DIRECT MAIL YOUTUBE LOOK & FEEL OF FACILITIES ADVERTISEMENTS PRESS RELEASES NEWSLETTERS RADIO CAMPAIGNS TWITTER WORD OF MOUTH PRICING STRATEGIC PLAN EMAIL SERVICES WEBSITE LOGO SLIDESHARE FACEBOOK
- 8. MEETINGS LEADERSHIP BEHAVIORS PERFORMANCE MANAGEMENT STRATEGIES DECISIONS RECOGNITION POLICIES INCENTIVES VISION & MISSION COMPENSATION STRATEGIC PLAN PERFORMANCE APPRAISALS COMPANY VALUES HIRING PROCEDURES WORK SPACE EMAILS BENEFITS TRUST COMMUNICATION STRATEGIES
- 9. Formal WHEN TOUCH POINTS AND DESIRED BRAND COLLIDE! Communication
- 10. WHEN TOO MANY DIFFERENT MESSAGES ARE SENT THROUGH ALL OF THESE TOUCH POINTS, DESIRED COMPANY BRAND WILL NOT DEVELOP. IT JUST BECOMES NOISE!
- 12. FOCUS ON EVERY TOUCH POINT! WHAT BRAND ARE YOU COMMUNICATING?
Editor's Notes
- #9: Formal and Informal Communication Methods