Starbucks (how They Made Starbucks A Home Away From Home)

GREAT BRAND STORIES Great Brand Stories is a series that sets out to tell the inspiring stories of some of today’s top brands. Edited by brand expert John Simmons, the books focus on brands that have not only reaped huge profits for their owners, but also established themselves as icons of contemporary society. Coffee is a commodity. You can get a cup at any café, sandwich bar or restaurant anywhere. So how did Starbucks 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. Review "Sometimes we forget that brands have stories to tell and are, in fact, stories themselves. John Simmons brings stories to life in ways that are fresh, bold, and inspiring." John Potter, Global Brand Director, Guinness About Author: 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 Interbrand, an international brand consultancy, John worked with organizations as diverse as Orange, Air Products, and the National Theatre. 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.