Starbucks: Reconnecting with its core audience to regain its footing Starbucks, despite the difficult self rediscovery work it has undertaken over the past couple of years, is a shining example of getting it right. The very fact that it recognized the need to do this shows that it was listening; and the actions it took to correct for what it heard has paid off in a customer base even more fiercely loyal, more engaged, and more personally connected to the brand than ever before. Its success hits on every point of the key steps outlined above. Listening to conversation around Starbucks today shows that its increased focus on customization and personalization is paying off in genuine positive traction for the brand.
And by listening, observing, and taking action to transform the brand around the needs and desires of its audience, Starbucks has rebounded from a disconnect with its core audience —compounded by a difficult recession — to regain its footing and maintain its premium price point.
The platforms Starbucks created engage people where they want to be heard and deliver on that engagement with a meaningful response. Overall, by listening, observing, and taking action to transform the brand around the needs and desires of its audience, Starbucks has rebounded...it created engage people where they want to be heard and deliver on that engagement with a meaningful response.
Most importantly, individual association to Starbucks is among the highest a brand can achieve, holding strong as the brand with the most Facebook fans in the world. That goes to show what you can achieve – and overcome – when you focus on building your brand with the people you serve at the center of the experience.