What LeBron James Can Learn About Authenticity from Starbucks

Authenticity and higher purpose are key brand characteristics that are often underappreciated. Authenticity represents the degree to which the brand is trustworthy, honest and genuine. It generates credibility and respect. A higher purpose suggests that the brand is looking beyond financial success to a more inspiring aspiration. When a brand has both, it will be blessed with energy, admiration and loyalty. When it has lost both, the battle to get them back becomes difficult and yet is critical to its future health. Let’s take a look at LeBron James and Starbucks to get a sense of what these two experiences look like.

LeBron James, viewed by some as the best basketball player ever, was an icon in Cleveland because of his awesome ability and because of his history with the Cleveland area. His story of overcoming a disadvantaged background was legendary, as was his commitment to addressing the problems and potential of the area. The story was represented in part in a 2008 documentary about his high school basketball team entitled “More than a Game.” Then in 2010, he left Cleveland to go to Miami in order to have a better chance to win a title. Basketball fans and the broader public shared the betrayal felt in Cleveland. LeBron’s authenticity and higher purpose were shattered.

Now, in 2014, LeBron is returning to Cleveland and doing some good things to restore his authenticity and higher purpose. He wrote an open letter from his heart explaining his attachment and commitment to Cleveland and its disadvantaged population. He said that his calling went above basketball to become a leader in the community. He claimed a higher purpose. He also emphasized that he was coming home, returning to where he started a better person for having ventured out. Realizing the power of basketball to uplift a community, he also made a commitment to bring team success to Cleveland. As a result, LeBron took a big step toward regaining his prior remarkable level of authenticity and purpose. He has a lot of work to do, but he has made a good start.

LeBron could learn from Starbucks founder Howard Schultz, who faced a similar challenge in 2008 when he came back to take over Starbucks after an eight year absence. In that absence, Starbucks had lost its way by rapid and excessive expansion, cutting costs with changes that cumulatively changed the experience and culture, and focusing on the wrong things (such as speed of service). Starbucks had lost its magic touch.

Schultz returned the brand to its heritage, which was based around the experience. Remarkably, he closed all store sites for a 3.5 hour retraining for all employees. He held a leadership conference in New Orleans for his 11,000 store managers. His goal was to reinstate the values and culture of the brand. He introduced innovative energy into the brand through embracing social media, including e-gifts, e-commerce, and one of the best mobile app experiences on the market.

LeBron should learn that success comes not only from getting the sentiment and objective right, but it backing the words up with action. For LeBron, that success will come from programs that will make a difference to Cleveland, programs that will be imaginative and have real substance and impact. And, not incidentally, success will also come from being part of an effort that yields improvement on the basketball floor that leads to championships.

Authenticity and a higher purpose are critical factors for success. When a brand loses them, it suffers a critical blow. The good news is, getting them back is tough but not impossible. It requires believable intent, meaningful substance and observable success. It happened at Starbucks, but we must wait and see if it happens with LeBron.

David Aaker is a best-selling author and Vice Chairman at Prophet, a strategic brand and marketing consultancy. He blogs weekly at www.aakeronbrands.com and can be found on Twitter @DavidAaker.

Aaker on Branding: 20 Principles That Drive Success is available at Amazon, Barnes & Noble or wherever books are sold.

Photo: creative commons licensed (BY-SA) flickr photo by Keith Allison