Posts Tagged ‘Starbucks’

I met Howard Schultz at a luncheon years ago when I was at Fortune. His company was pretty much in its infancy and we talked about Brooklyn.  Needless to say, he's a great one to follow when it comes to reputation-building, engagement and reputation recovery. In an article I read about him recently where he was named businessperson of the year, Bill Bradley, the senator, basketball star and board member of the coffee company, noted how reputation was central to their success. Bradley said, "You don't get millions to support your social networks just by selling coffee. People have to admire the company." 

I have been pretty enamored by Schultz's political action where you can buy an American-made Indivisible wristband in the stores as a thank you when you donate to the Create Jobs for USA Fund. Last week I bought one in our local Starbucks because if my $5 can make a difference for even one person, I'm in. 

As I may have mentioned before, I also met the head of Starbuck's Ethics & Compliance several months ago at a meeting and was impressed by his thoughtfulness and mission. And a young woman I have mentored for many years and is now working her way through college works at a Starbucks in midtown. She adores it and it has introduced her a decent job that has influenced her interest in majoring in business.

There have been many touchpoints with the brand over the years and they all seem to add up.  Just like the wristband says, reputation is indivisible. The whole is greater than the parts but the parts, the touchpoints, can all add up to a halo-like shield that makes a company's reputation harder to destroy and easier to admire. That's reputation at its best. It takes years to build and many bumps along the way. But when it gels, it is a wondrous thing to admire.

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  Visiting Chicago and arrived at the airport yesterday. Since I had not slept well the night before, I was determined to find a Starbucks on arrival. As I deplaned, I looked around for the baggage handling and exit signs to find the taxi line to get to our Weber Shandwick office. I looked up at those airport signs when I left the plane -- you know the ones with the suitcase identifying where baggage handling is along with gates and terminals -- and among those icons at ceiling height was one for Starbucks. It was the green and white Starbucks logo. I thought that maybe I was seeing wrong since there was no icon for any other food outlet.  I scrunched my eyes to see the sign more clearly and followed it.  It was the Starbucks logo and I was soon standing in line for a Pike's Place. I was delighted since caffeine was my drug of choice at that early hour. Thought it was interesting how Starbuck's reputation could be so pervasive in our culture that it had its own airport sign for travelers. When I return later today, I am going to look for one for McDonalds.