Category Archives: Key to communities

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Give your fans a sense of belonging. Turn them into heroes

Key to communities, Storytelling and marketing Comments Off

We ended the last post with the concept of putting the consumer at the center of the action, and turning fans into brand advocates.  Dunkin’ Donuts gets a lot of mileage out of its fan community because it finds ways to engage them actively in the brand conversation. Why is this so important? Fans who engage actively in your brand conversation are the ones who will promote you.  They are the customers you can enlist to find and win new customers.  By leveraging their involvement, we tap into the true power of Internet marketing. When I was doing research for my latest book, Email, social marketing and the art of … Continue reading

Fan engagement at Starbucks and Dunkin’ Donuts

John's reflections, Key to communities, Marketing and branding, Storytelling, Storytelling and marketing Leave a comment

In the previous post, I wrote that Dunkin’ Donuts seems to do better than Starbucks at engaging their fan community.  Let’s look at why. As a regular visitor to Starbuck’s Facebook page, and a subscriber to their emails, I am often puzzled by the lack of storytelling in their communication.  If there is a company with some good stories to tell and an impressive following of loyal customers who could write about their in-store experiences, it would certainly be Starbucks.  So, I sometimes wonder: Are they still living mostly in the old world of marketing, the world of one-way messages to their fans? Much like IKEA, Starbucks seems to have … Continue reading

E-marketing at Starbucks: another missed opportunity?

John's reflections, Key to communities Leave a comment

Starbucks is a brand that, similarly to IKEA, enjoys a strong culture, a loyal customer following, and a compelling “founder and origin” story.  As Howard Schultz recounts in his memoirs, the beginning of Starbucks was characterized by a fierce commitment to bringing all the excitement, the passion and the quality of an Italian coffee house to America.  To me, it is a wonderful story of entrepreneurship and vision, of attention to detail and quality. As a marketing company, Starbucks has also proven its merit.  Today, they have locations in many countries around the world, and devoted groups of regular visitors at most of their stores.  In spite of all this, … Continue reading

IKEA and authentic storytelling: Are they missing a great opportunity?

authenticity, Key to communities, Marketing and branding, Uncategorized Leave a comment

After last week’s blog entry, I got a bit curious about IKEA and went looking for further information.  In particular, I wanted to see how good they are at storytelling. Much of the information I found is from, the gateway site to Sweden.  According to this site, IKEA’s catalog has become something of a style Bible for people all over the world.  And, the Bible analogy is perhaps a good one.  In 2008, the catalog had a print run of 175 million copies, in 27 languages and 35 countries, giving it the highest circulation of any publication worldwide—surpassing the Bible. The British design magazine Icon has called IKEA “the … Continue reading

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