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Brand Aid, 2nd Edition by Brad VanAuken

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14

creating the total brand experience

Ultimately, everything—products, services, retail environment, corporate culture, frontline employees, marketing, and online presence—must come together to create the total brand experience.

Starbucks

Starbucks does this well. Not only is its product extraordinarily different from and better than a normal cup of coffee, but everything else the company does also adds to the brand experience. The stores feature carefully crafted, aesthetically coordinated components: the smell of fresh-brewed coffee, a wide variety of unusual blends, exotic names (Venti Mocha Frappuccino), fresh pastries, piped-in jazz, comfortable wing chairs, a fireplace (some stores), live music (some stores), functional but stylish lighting, ...

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