This presentation deck was used in a recent teleconference. The information is from my book, "TRIBAL KNOWLEDGE: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture." TRIBAL KNOWLEDGE shares some of the principles that have made Starbucks an endearing and enduring brand. I learned this "tribal knowledge" first-hand from my eight-years working deep inside the Starbucks marketing department. More information can be found at www.tribalknowledge.biz. SHORT BIO: John Moore is a former long-time Starbucks marketer and current Marketing Medic with the Brand Autopsy Marketing Practice (www.brandautopsy.com).

1. John Moore Lessons Learned From Working Inside Starbucks

2. 1971 | Seattle, WA An old school photo of the three Starbucks founders --Jerry, Gordon, and Zev.

3. 1971 Whole Bean Loose Leaf Tea Spices

4. 1971 1982 4 locations gaining acclaim key new hire

5. 1971 1982 “ Espresso Epiphany” 1983

6. 1971 1982 Howard leaves to open IL Giornale 1983 1985

7. 1971 1982 1983 1985 1987 Howard buys Starbucks 17 locations

8. 1971 1982 1983 1985 1987 Starbucks IPO 165 locations 1992

9. 1971 1982 1983 1985 1987 Int’l Expansion Frappuccino® 677 locations 1992 1995

10. 2006

11. 12,500+ locations 37 countries 6 new stores a day 40MM customers visit every week 145,000+ employees 350 new employees every day $10K in 1992 worth $700,000 today 2006

12. “ In the early days, we were so busy selling coffee, one cup at a time, opening stores and educating people about dark-roasted coffee that we never thought much about ‘branding strategy.’” Howard Schultz Starbucks chairman & visionary

13. Building the Business Creates the Brand Tribal Truth #1

14. Demystifying Branding

19. Make the Common Uncommon Tribal Truth #3

20. Making the Common Uncommon

21. Making the Common Uncommon

22. takeaway Our ________ is the only __________ that ________. (brand) (product category) (uniqueness) source: ZAG (Marty Neumeier, 2006)

23. Remarkable Things Get Remarked About Tribal Truth #18

24. source: Pine & Gilmore | “Experience Economy” Commodity to Remarkability 1¢ - 2¢ COMMODITY 5¢ - 25¢ GOOD $2.00 - $5.00 EXPERIENCE 75¢ - $1.50 SERVICE

25. Earned opinions trump bought impressions. takeaway

26. “ Marketing programs don’t just sell products, they have a profound impact on brand definition in the minds of consumers and, as important, to employees.” Scott Bedbury former Starbucks executive

27. Marketing Has Two Audiences Tribal Truth #45

28. “ Marketing programs aimed at employees can inspire like no internal email or voicemail can.” John Moore Me, “marketing snafu”

33. “ The passion that goes in a business can inspire the passions of those who work for the business.” John Moore Me, “marketing snafu”

35. Make the Company Something to Believe In Tribal Truth #32

36. Choose 3 to 5 areas your business will NEVER COMPROMISE takeaway

37. Be Mission-Driven to Change the World Tribal Truth #47

38. If your business went out-of-business tomorrow, would anyone care? takeaway source: MAVERICKS AT WORK (Bill Taylor & Polly LaBarre, 2006)

39. Questions?

40. Further Learning … BOOK www.tribalknowledge.biz BLOG

41. [email_address] www.brandautopsy.com

42. John Moore Lessons Learned From Working Inside Starbucks