Starbucks Sustainability

A couple of points stand out to me. In branding, I always believe it is the total brand experience: to look, to touch, to smell, to hear... elements that re-enforce the total brand experience. This article proofs it. A good brand is the Total Experience. It is what make the brand stands out more than others. People buy Starbucks because they love going to the cool coffee shop, hear the soft music, work on the free Internet... purchase the well design items... carry the paper cup that says Starbucks... inadvertently, makes you part of a class, and tasting a great cup of coffee... It is all about the Brand.

Great marketing is crucial to maintain the customer's interest and loyalty. The Rewards Card, interactive "Frappuccino" e.campaign, the happy hour promotion, mobile top up credit and transactions, all builds sustainability and convenience to the experience of the customer.

Each one of these programs has a unique benefit to the brand. The rewards program creates loyalty. The multi-channel marketing generates sales. The interactive project site launched a new product. The free WiFi improves consumer relations. The mobile payment system increases the speed of transactions. Yet, all of these programs feed into the Starbucks brand experience, one that has been masterfully re-crafted to reflect the innovative, youthful brand that many thought Starbucks had lost in its meteoric growth.
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