Corporate Brand Mission

Why Brand Mission Matters

I never knew the mission of the first organization I worked for. Throughout my career I’ve seen missions on elevator doors, on conference room walls, in small frames at front desks and on letterhead. But I always wondered, who were these external placements really for and was anyone stopping to really read and process?

Starbucks: A Culture of Warmth and Belonging

Why does it continue to seem that things have to go wrong first, for people and businesses to talk about and more outwardly share their values?

We must have physical and external ways to show others the things we care about, the things that drive us internally.  For Starbucks that external display is companywide closure, and this isn’t the only one that’s happened in my coffee drinking years. After all, many people go to Starbucks for a taste of community, not just a taste of coffee.