When I began paying attention to how established brands were adjusting their marketing and advertising strategies in the face of the social web’s evolution, I had dismissed Starbucks as a coupon pushing organization that just didn’t get it. However, I’m currently reading Onward by Howard Schultz and have revisited that assessment. I think they’re actually making the transition really well. The philosophy and tactical execution driving their digital strategy outlined by Howard is both powerful and relevant. This is how I believe brands of the future must engage with and nurture their fans/consumers to remain relevant.
I’m not quite done with the book yet but can already recommend it with confidence.