Lessons From The Cult Of Starbucks
Starbucks gets it.
Not because they are moving their content division to L.A. in order to be closer to Hollywood. (Yes,they actually have a content division.)
It’s because of this quote from it’s Howard Shultz, their global stratagist:
“…We are not investing in a movie and we are not getting into the movie business in a traditional way. What we are doing is leveraging our vast retail store footprint and the cultural relevancy of the Starbucks brand to bring film to the public in a new way during the time when the film industry has been challenged…”
Starbucks can get into the movie business and the music business and whatever other business it wants because it has built a religion.
Building a culture means (yes, Starbucks has someone in charge of culture):
Hits are irrelevant.
Fan devotion is what counts.
And with this devotion comes a willingness to buy EVERYTHING you have for sale.
Or are you just blogging…
advertising, blog networks, branding, Seeking Alpha, Uncategorized