Few “brands” define a brand better than Starbucks.  Starbucks is far more than just coffee.  Starbucks is all about customer experience and is well beyond just walking in an ordering a “cup a Joe.”  From a morning walk-in to the Starbucks drive-through, all the way to the morning cup of coffee in your home, Starbucks has defined a brand that has NOT confused a product with a brand.

It’s all about the metaphor of brand meaning and customer experience.  You don’t drink coffee; you live coffee.  For me, my fresh cup of freshly-ground Starbucks starts and defines my day.  Without it I would be both a grump and a boring small business marketing consultant, writer, speaker, and professor.  Really.  It “kicks” my day and mindset into gear.  In short, it helps to set the tone of my productivity.

Starbucks recently released the new “Tribute Blend,” celebrating “40 year together,” as it states on the coffee packaging.  Below is what they also say in regards to the brand and product perspective:

“Here’s to you…And here to 40 years of conversations unfolding, stories being shared and ideas being hatched–all over a cup of coffee.  This blend was created to thank you for coming along with us on our journey and inviting us into the moments of your day.  Let’s celebrate.”

Note the metaphors: years, conversations, stories, ideas, journey, hatched, moments…

It’s all in a cup of coffee.  But it’s far more than that.

What about your brand?  Think of the years, conversations, stories, ideas, journeys, and moments that define and shape your brand.  Have your celebrated?  If not, why not start now!

I can small the aroma from the Tribute bag.  I think I need another cup…

Stuart Atkins