Alex M H Smith的动态

Another great post from Alex M H Smith. Get in the comments if you have 5 minutes and want to explore more how #strategy remains a debated concept, even if it should not. For me the point is not whether it's most impactful if you use it to go from 3/10 to 6/10 or from 9/10 to 10/10, it's whether you know who and where you are and where you wanna get, within which context, for whom, who else is doing it within your context and whether you have the capabilities or not to deliver it. If you don't, fix that first or your strategy will remain an intellectual exercise.

I’m not trying to help deeptech companies win marketing awards, I’m just trying to help them be a bit better. This post by Alex M H Smith works also as a great summary of how I’ve been approaching my marketing communications services: instead of trying to turn a good marketer into an excellent marketer, I’m more interested in helping beginners become good enough. There are other people out there who are better at turning a 9/10 into a 10/10; I, like Alex, find more joy at turning a 3/10 into a 6/10. It’s such a simple idea, but I hadn’t really clarified it even in my own head before reading the post. It’s a tough message: most young deeptech companies are all about pushing limits, breaking ground, being the best and first in their respective fields. Telling them that good enough is good enough goes against their grain. But that’s the reality: you can’t be the best at everything, and jumping right into the marketing deep end will get you drowned in the worst case and waste your resources in the best case. Take smaller steps, try out simple strategies and sustainable tactics, and see how being a 4, 5 or 6 feels. You can always go for that 9 or 10 later, if you really want to. Probably with someone more sophisticated than me, though. https://lnkd.in/eTHm8c7Z

???????? ?? ???????????? ???????????? ???????? ???? ?? ???????????? ????????????: The Starbucks Story That Will Make You Rethink Everything You Know About Building a Brand In 1981, Howard Schultz walked into a small coffee shop in Seattle. Little did he know that this moment would change not just his life, but how the entire world experiences coffee. Today, I want to share a story of vision, perseverance, and the art of building a human-centric business empire. The Espresso Epiphany During a business trip to Milan in 1983, Schultz had his lightbulb moment. It wasn't just about the coffee – it was about the experience. The Italian coffee bars weren't just serving drinks; they were creating communities. The baristas knew their customers' names. People connected. They belonged. The Bold Challenge When Schultz pitched his vision of bringing Italian coffee culture to America, he was rejected 242 times by banks and investors. But here's the first business lesson: Your vision isn't validated by other people's ability to see it. The Third Place Philosophy Schultz didn't just want to sell coffee; he wanted to create what he called the "third place" – not home, not work, but a comfortable space in between. This teaches us our second lesson: Don't sell products, create experiences that fulfill deeper human needs. Revolutionary Decisions That Changed Everything: 1. Offering comprehensive healthcare to ALL employees, including part-timers (1988) 2. Launching the Starbucks College Achievement Plan (2014) 3. Pioneering the mobile payment and rewards system (2009) The Numbers That Tell The Story - From 11 stores in 1987 to 37,000+ stores in 2023 - Present in 83 countries - Serving 100 million customers weekly - Market cap over $100 billion Key Business Lessons That Will Transform Your Thinking: 1. Innovation isn't invention Starbucks didn't invent coffee shops. They reimagined the experience. Lesson: You don't need to create something new; you need to create something better. 2. Price Premium through Experience Starbucks sells $4 coffee in a world of $1 coffee. How? By selling an experience, not just a product. Your product's price is determined by its perceived value, not its cost. 3. Employee-First Culture By treating employees (partners) as stakeholders rather than staff, Starbucks created brand ambassadors, not just baristas. Happy employees = Happy customers. 4. Consistency with Local Flexibility While maintaining core standards, Starbucks adapts to local tastes and cultures. Global vision, local execution. 5. Crisis Leadership During the 2008 financial crisis, Schultz returned as CEO and closed 900 stores. Sometimes, taking a step back is the best way to move forward. The Ultimate Lesson Success isn't about what you sell; it's about what you stand for. Starbucks stands for human connection in an increasingly digital world. Their true product isn't coffee – it's community. #business #corporate #ideas

A popular brand is more important than a great product. True or false? Every Starbucks in North America seems to be packed. The brand has a great story. It’s been around for a while. It’s part of the scenery of life. But let’s be honest, the coffee sucks. So clearly, it’s not about coffee. It’s about big drinks - hot or iced- with every type of flavor shot (caramel, vanilla, hazelnut, prairie dog… whatever). It’s friendly. It’s fun. It’s fast. It’s on every corner (literally). It’s a people’s brand. Not my kind of people clearly. But something is working. Even though the coffee sucks. Back to branding, building your following, knowing your audience, following a formula that works. What do you think? What makes Starbucks an old brand that still keeps selling? And what can you learn from it?? —— I’m Laura Humphreys ?? ?? Not a Starbucks person. Check me out though if you are keen to live an exciting 10X life!

Most founders obsess over products. Smart founders tell stories Here's how Starbucks does it: Starbucks was founded in Seattle in 1971. Starbucks founders designed a logo that looked like a mermaid. And the tagline? Coffee, Tea and Spices. In other words... "We like to seduce coffee lovers." Meanwhile, future Starbucks owner Howard Schultz established his coffee company, iL Giornale, and began selling espresso-like drinks. He even created a logo resembling the Roman god Mercury, suggesting speed and efficiency. And when the three original Starbucks founders sold their business to Howard. Howard combined the two logos into one. In other words... "We love coffee, and you can expect speed and efficiency." As the Starbucks brand grew, Schultz created something that's instantly recognizable today. Like this? Hit share.

Ever heard of a $5 cup of coffee that turned into a $100 billion brand? Let’s talk Starbucks and the psychology behind their growth. Starbucks didn’t just sell coffee—they sold an experience. Their success story is a masterclass in turning a simple product into a cultural phenomenon. Here’s how they did it: 1- The "Third Place" Strategy: Starbucks positioned itself as a “third place” between home and work—a comfortable, inviting space where people could relax, work, or socialize. This wasn’t about coffee; it was about community. 2- Consistent Branding: From the iconic green mermaid logo to the personalized cups, every element of Starbucks’ branding reinforces familiarity and loyalty. Customers aren’t just buying a latte—they’re buying into the brand. 3- Premium Perception: By elevating the coffee-drinking experience—specialty drinks, unique names, and cozy ambiance—Starbucks made a $5 coffee feel like a luxury rather than a splurge. Takeaway for smaller businesses: Success isn’t just about selling a product; it’s about creating a unique experience around it. Build a space—physical or emotional—where your customers want to spend time, and they’ll keep coming back. #Marketing #ConsumerPsychology #BusinessGrowth #MarketingStrategy #Innovation #Creativity

A message to the new CEO's of Starbucks and Victoria’s Secret & Co. ??? As an avid fan of both Starbucks and Victoria's Secret since the early 2000s, I've watched these brands evolve over the years. But.... Somewhere along the way, they’ve lost some of the magic that made them unique and my favorite places to go! Here are my tips for Brian Niccol, the new CEO of Starbucks, and Hillary Super, the new CEO of Victoria's Secret, to help bring back that spark! ?? Tips for the new Starbucks CEO: 1. Refine the Menu: Olive oil coffees and lavender matchas? ?? I miss the days when Starbucks had staple seasonal drinks that left you eagerly waiting for their return. Let's get back to the classics w/ that seasonal twist! 2. Make the Loyalty Program More Fun: Starbucks for Life has become a bit stale. Let’s add some excitement and make earning stars and rewards more engaging and again something to look forward too, maybe add tiers for the rewards?! 3. Make Starbucks a Destination: My local Starbucks used to be so cozy with a fireplace and comfy seating. Now, it feels like just another bland QSR. Bring back the cozy vibes and make Starbucks a place where people want to hang out and work remotely again. ??? Tips for the new Victoria’s Secret CEO: 1. Comfort + Functionality + Sexy: Women want it all! Brands like SKIMS, Parade, and Savage X Fenty get this. With Hillary Super's experience at Savage x Fenty, I'm hopeful she can bring this trifecta to VS! ?? 2. Inclusivity Doesn’t Have to Be Boring: I love the inclusivity in models which a must, but did the designs have to become so bland & dated!? Let's keep it fun and demure ????♀? 3. Better Quality & Better Deals: I recently bought two swimsuits, and the quality just isn’t what it used to be. Time to step it up and offer the same great quality we used to love—at a good price. ?? Bonus Tip for Victoria’s Secret: ?? - Separate PINK into Its Own Brand: PINK's collegiate and dorm vibes are great, but it might flourish even more as an independent brand. ?? These are just my thoughts, and while I doubt the new CEOs will see this, I wanted to share my love for these brands and my hopes their comeback! ?? #QSR #Retail #RetailInnovation #Ecommerce #DTC #WomensApparel #Coffee #BrickandMortar

How you become premium. Starbucks is the most popular coffee chain in the world. But in a blind taste test by Consumer Reports magazine, McDonald’s coffee beat Starbucks. How come? Branding. Beyond coffee, Starbucks is a trendy self-image company. Which coffee would you throw in an Insta post? Regardless of your product, you're offering an experience. Branding is what controls it. It's about shaping perceptions of your company’s value. Think of it like the sum of all the touch points between your company and its customers. At Admisfits, we tailor our clients' branding so it's so strong, their customers naturally advertise it for them, either on socials or by word of mouth. We run countless tests for perception feedback so the actual campaigns are guaranteed winners. That's how you truly make star bucks. Like, comment, and repost if you're a coffee drinker :) #branding #growthinsights #entrepreneurjourney

9 simple(ish) things everyone needs to know about building a strong, winning brand. #5. Tell your why. The most admired companies build movements around their brands and, like all movements, invite you to join. How do they do this? All companies communicate what they do and how they do it—we brew coffee and make other delicious beverages at our conveniently located cafes, sourcing only high-quality beans and roasting them to perfection. Got it! This alone is enough to drive traffic and sell a lot of coffee. It couldn't, however, have created one of history's most iconic brands, coffee or otherwise, one that requires nothing short of a nuclear blast to separate its loyalists from their drinks. I'm talking about Starbucks, of course (how many of you were thinking about another brand?) Starbucks has been able to do this in large part by building its brand around the idea of "rewarding everyday moments." Brilliant. You won't find these words in a tagline underneath its logo or in any other obvious marketing. Instead, it's a statement about what they stand for. It's Starbuck's true north, the "why" in the equation. It's a guide for how Starbucks consistently and predictably offers its unique experience, the thing that makes them, them. It's grounded (ha) in its core values and flows through every business decision relating to its "what" and "how." The spirit of "rewarding everyday moments" is pervasive across every customer touch point, and serves as a powerful, emotional clue for how to feel before, during, and after purchasing that next iced, venti, caramel macchiato with an extra shot, three pumps of vanilla, one pump of hazelnut, and a sprinkle of cinnamon—with oat milk (name is Dave G). This simple (???) act of ordering and enjoying a drink makes customers feel rewarded for whatever it is they want to be rewarded. The best part? They rarely blink twice about the $8.50 they were separated from in the process. Thank you for joining the movement. We marketing folks often refer to this as a brand essence, a short phrase that states clearly why you're in business. Of course, everyone is in business to earn a profit, but that isn't why customers choose to do business with you. They'll pick you because they believe in what you stand for and want to be part of it. It's Nike's "authentic athletic performance" and Hallmark's "caring shared." As someone who has helped dozens of companies define, refine, and refresh their brands, brand essence is by far the hardest thing on the list to grasp and accomplish. What's your brand essence? Why are you in business? What’s your why? #BrandStrategy #BrandEssence #6 on the way.

Starbucks is dabbling in discounts. Intriguing to see an ‘everyday luxury’ brand chasing consumers with deals & bundles. They’ve done a fantastic job the last 20+ years of protecting the brand and their premium position. It’s always been one of my most admired brands for this reason: they’ve been able to maintain their pricing power year after year. The value they offer their customers has long been walled inside of their legendary loyalty program – a best practice to spend your promotional calories as efficiently as possible. But over the last 12 months (and especially since an earnings miss in May) they’ve been working to strengthen their value perception with all customers. Largely as a result of tight-on-cash consumers looking for places to cut back (and you have to admit, a $7 latte is a good place to start). That means rolling out promotion calendars to store leaders, sending out emails boasting 50% off, and running special perks & promotions for loyalty members. Once you go down this path, it’s difficult not to get hooked on deals to juice revenue & footfall (at the expense of margin & brand). Will be interesting to see how the brand evolves this year. I really hope they can nail the delicate balance. All reminds me of an interview with longtime CEO Howard Schultz on the Acquired podcast. The whole things is brilliant, but I especially loved his points on the ubiquity of the brand: “We are fighting ubiquity every day, all the time… As Starbucks was growing, the ubiquity was an enemy to the company. The challenge was we have to figure out a way to get smaller as we get bigger. Specifically, how do we maintain intimacy and the currency of trust with our customers and our people? That’s how the growth doesn’t become so intoxicating and so seductive that we lose sight of the secret of the company — the internal culture and values that built the brand and built the relationship with the company."