Have You Created a "Brandable Customer
Experience?
How does Starbucks get away with charging $3.
75 for a cup of coffee when there s plenty of good coffee
for a lot less all over town? Everyone thought Howard Schultz, founder of Starbucks, was crazy to...
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Have You Created a "Brandable Customer
Experience?
How does Starbucks get away with charging $3.
75 for a cup of coffee when there s plenty of good coffee
for a lot less all over town? Everyone thought Howard Schultz, founder of Starbucks, was crazy to
consider pricing his product that way.
But Schultz recognized that he wasn t really selling coffee-he was
selling a particular customer experience of which coffee was a centerpiece, but not the sum total.
He
delivered a signature experience that included status, luxury, warmth, connection, and community-a
brandable customer experience -that people responded to and were more than willing to pay for, even at
$3.
75 a shot.
A company s brand is the mental imprint that gets planted in its customers heads.
Like a brain tattoo, it s
what the customer thinks of when they see your ad or drive by your location; it s the image they have of
you.
A brandable customer experience is a powerfully positive and unique experience your customer has
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