Meeting the legend.

Having huge admiration for Starbucks as a company is one thing, and meeting the man responsible for all the game-changing strategy is another thing. I have the opportunity to meet the legendary Howard Schultz last month during his trip to Indonesia. And I got to say, he left a huge impression that enough to make me awestruck for a week (even now, I still can’t believe I met ‘the man’).

Back then,as a marketing student, i have to learn and observe many companies and brands strategies; Starbucks is one of the companies that we discussed in class quite often (and often featured in my assignments).  Listening to Howard Schultz’s speech in the Ministry of Trade Republic of Indonesia feels like a ‘refresh’ button for me. In his speech he mentions about what separates greatness and mediocrity, and the answer is simple, Consistency. Being consistent in delivering the best, growing, and innovating; it will make a difference (eventually, consistency does not have the five-seconds-of-fame kind of impact, yet it gives you the hard-work-pays-off kind of  feeling).

Having said that, I reflect what he said on Starbucks, and now I finally understand why they are awarded the fifth most admired companies by Fortune magazine. They consistently delivering what their promises, to “inspire and nurture human spirit”, which it is clearly shows through all facets of the company’s strategy. From the ethical sourcing, environmental stewardship, to community involvement, and do I need to emphasize their culture? Do you notice their culture the moment you step into one of their store? It’s the baristas, the employees that makes Starbucks an outstanding brand. 

I think, it simply a great case study for my previous post that indicates that brand is about consistency in every corner of your corporate representation.  As for Starbucks, their strategy is not a mere business tactics, but instead, it is their commitment to really inspire and nurture people to not just being the bystander, but being involved to a change, a change for a better things ahead.

That’s what I admire the most from Howard Schultz and Starbucks.

Feel free to leave comments below, and let me know what you guys think,

Tha! xxFNW

Talk less, show'em some love.

Many believe that Branding and Advertising may generate the same impact: awareness. So, if the outcome is identical, then why waste million-dollar into branding? Why not just develop a TV commercial and gain million viewers at the same time? I tell you what; what others may believe might not always be right.

There are more and more companies spending gazillion money, time and efforts to produce one advertisement that creates a boom in the market without really having a lasting impact. Advertising may give you a maximum exposure at a relatively short amount of time. But, could it build trust and loyalty? I don’t think so.

Let me start with the ultimate question: What is a Brand? As I have previously discussed in 'I am more that what you see' post, Brand is holistic unification of a company’s strategies with their operations, and how you communicate it in the eyes of the public; it is the whole story of your company and what your company is all about. Whilst Advertising is in its juxtaposition to branding, where it helps you to communicate and giving exposure of the story and message of your brand through mass media. 

Advertising is one of the ways to communicate your message as a brand; but advertising itself could not create one brand. Branding is not just an overnight sensation; it takes steady growth and consistency in the way you behave over time to earn trust and love of people.

Take an example of the simplest most beloved brand in the world: Starbucks. All their employees knows how to ‘behave’; all their trainings, the benefits of being part of the company, and their sense of solidarity through fair trade coffee served – generate a different approach on how they should ‘behave’ being a Starbucks employee.

It shows how, if you understand your brand – its values, its mission, its reason for being- and integrate it consistently into everything you do, your entire organization will know how to behave in virtually and all situations.

Therefore, through branding, it gives a consistency for the whole company that guides behavior and quality, over time, builds trust. Advertising, if it is any good, should help to confirm what already is, not what should be.  

Think of it like this: “Advertising is shouting. While Branding is whispering; when you whisper, people lean forward.”

So, do you shout or whisper?

Sound off below, and tell me what you think!

'till then,tha!xx