Late last week, my local chapter of the Business Marketing Association had John Moore (Brand Autopsy, Tribal Knowledge) speak at a luncheon. I have to tell you, if you have a chance, go see him.
John was an engaging speaker, obviously intelligent and well-versed in marketing. He went from being a barista at Starbucks to doing a large part of their marketing…so he has the credentials. John had many great things to say, I just noted a few.
“Be everywhere your customers expect you to be.”
“Choose 3-5 things on which your company will never compromise.”
“Products fulfille needs, experiences fulfill desires.”
He had some great case studies…from Starbucks to Fiskars. He gave an insider’s view of how Starbucks built their brand and what they’re doing now to reengergize it.
I have to say it was a great event and if you ever have a chance to go see John, don’t pass it up!
Technorati Tags: John Moore, Starbucks, Marketing
So, I’ve been neglecting blogging for quite some time. I’m pretty sure no one noticed!
But, I was playing around on the My Starbucks Idea site today and read just the first line of Howard Schultz’s post and it triggered something in me. He said that, “At the core of the Starbucks Experience is human connection.” This worked with a small thing that happened to me today.
I got a call from one of our print vendors to deal with a problem we had been having with some billing. He inherited the problem from our last rep who just recently took another job. The thing that struck me was how he was, “very apologetic,” and “working to rectify the situation.” I was so distracted by what seemed to be his conscious effort to sound ‘professional’ that I didn’t even hear his name.
Why, in business, do we seem to turn off our humanity? Why don’t we talk, write, interact through human connections? Sure, some people take it too far, but I think a little more personality is important. I want to know I’m talking to a person, not a corporation.