Onward: Starbucks Is Adjusting Surprisingly Well To The Social Web's Evolution - Garrio Harrison

Onward: Starbucks Is Adjusting Surprisingly Well To The Social Web’s Evolution

Onward: Starbucks Is Adjusting Surprisingly Well To The Social Web’s Evolution

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.

HT to Paul Isakson for the book recommendation.

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