John Simmons

The retail technique known as “clustering” – opening up several shops of the same brand in close proximity – meant that Starbucks appeared to saturate certain areas with its presence

For Starbucks, the equivalent of Nike’s “Authentic athletic performance” became “Rewarding everyday moments

As Scott Bedbury put it: “Consciously or not, we seek experiences that make us think, that make us feel, that help us grow, and that enrich our lives in some way.”

1. Start with your own people: they are the real link to consumers. Exceed the expectations of your people and you will automatically exceed those of your customers.
2. Have strong values that you stick to and know yourself by. Then take decisions according to these values.
3. Ensure there is no gap between your brand values and your actions. Change your actions to fit your values, not the other way round.
4. Keep things fresh by reinventing, but never tamper with the core of what you do.
5. Reach out to communities, making emotional connections between the people who work for you and the places where they work.
6. Remember that every detail matters

Starbucks managed to get its redesign right – it was seen as a natural move for an international brand to update and simplify its logo. This made sense especially since the visual element of the brand had become so universally recognised. By focusing strongly on the graphic element of the siren, presenting it more boldly, Starbucks achieved a new logo that was more striking and adaptable than the previous one – and that would work in countries where languages other than English were spoken

The brand, with its values and principles, remains a fixed point in the Starbucks landscape.

enjoyed not just the coffee, but the experience.

The honeymoon period came to an end around the time of the anti-globalization protests. It was more a change in the climate than any slowing of Starbucks’ development.

In France, for example, you can order a mild or a strong espresso.

there is now much greater latitude for different countries to respond to their own cultures and tastes in eating and drinking.