So did Starbucks set out to create a brand via advertising, marketing, persuasion?
Here’s what John Moore, their marketing guy during the startup years has to say:
His point: building the business created the brand. No doubt Starbucks had a clearly defined graphic strategy, did advertising, all of that. Any organization needs to do those things. But the perceptions in the minds of the consumers were formed, not from the persuasive speech, the Starbucks advertising … but from the actual experience of committed Starbucks people delivering excellent products in an environment that was carefully designed to be a “third place” in the customers’ lives.
That’s what I mean by brand authenticity.