Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture

TRIBAL

KNOWLEDGE

BUSINESS WISDOM BREWED
FROM THE GROUNDS OF
STARBUCKS
CORPORATE CULTURE

John Moore

Thank you Mom and Dad, for not just being my parents … but also being my two best friends.

CONTENTS

Introduction: What Is Tribal Knowledge?

PART 1 UNO: A Few Tribal Truths About the Business of Branding and the Branding of Business

Tribal Truth 1. Building the Business Creates the Brand

Tribal Truth 2. Bake Marketing into Your Business

Tribal Truth 3. Make the Common Uncommon

Tribal Truth 4. Tell the Story. Don’t Make Up a Story.

Tribal Truth 5. Brand Management Is Reputation Management

Tribal Truth 6. Creating Category Intrigue Builds Brand Intrigue

Tribal Truth 7. There’s a High Price to a Low-Price Strategy

Tribal Truth 8. Only Three Strategies Exist to Drive Sales

Tribal Truth 9. Strong Brands Always Have More Brand Credits Than Debits

Tribal Truth 10. Be the Best, Not the Biggest

Tribal Truth 11. Locationing Is Advertising

Tribal Truth 12. Communicate the Benefit of the Benefit

Tribal Truth 13. Keep Your Marketing Authentic

Tribal Truth 14. Keep Your Merchandising Relevant

Tribal Truth 15. Actions Speak Louder Than Advertising

Tribal Truth 16. Fewer, Bigger, Better Is Best

Tribal Truth 17. A Goliath Can Become a David Again

PART 2 DUE: Some Tribal Truths About Delivering Memorable Customer Experiences

Tribal Truth 18. Remarkable Things Get Remarked About

Tribal Truth 19. Needs Are Rational. Wants Are Aspirational.

Tribal Truth 20. Say Yes to Connecting, Discovering, and Responding

Tribal Truth 21. Over-Deliver on All Promises

Tribal Truth 22. Practice Local Warming

Tribal Truth 23. Be Nice. Be Clean.

Tribal Truth 24. Touchology Trumps Technology

Tribal Truth 25. Be Generous

Tribal Truth 26. Future Success Stems from Past Success

Tribal Truth 27.