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on 16 September 2014
level 2 maybe but not 3 .
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on 14 June 2004
This book is great for a number of reasons. But the best is that it tells the story of Starbucks from the beginning, and tells it in a straightforward fashion. It gets underneath the skin of the brand, and of the people who birth to the business. As a business/brand case study, it doesn't drag, and is in fact a bright and quick read. And as other reviews reveal, it's thankfully free of business jargon and marketing double-speak. Well worth a read if you want to pick up some good solid tips on what makes people engage with a brand.
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on 8 June 2004
This is an engaging, concise and insightful portrait of a very interesting brand. It has critical depth but is written with a lovely light touch, and that makes it a quick but memorable read. Starbucks hasn't really told its own story that well, and this book manages to draw out the real characters, plots, issues and dramas that have been percolating away in the background (sorry, I promised myself no coffee puns). This is very much NOT the sort of brand book that starts throwing appalling jargon and weird charts and graphs at you, which is a blessing. The author looks more at the human story – the people behind it all, and what has driven them on, the problems they've faced, the mistakes they've made and the like. I would have liked to have read a little more about Starbucks' aggressive retail approach (pressuring rivals and small stores), but there's plenty in here on the politics of our daily coffee, especially the relationship with growers and staff. A good story well told. Nice design too.
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