From Adweek · Rebecca Stewart · · 1m
Starbucks Rebuilds Marketing Machine
Global chief brand officer Tressie Lieberman speeds up Starbucks' culture-driven marketing.
In brief
Global chief brand officer Tressie Lieberman speeds up Starbucks' culture-driven marketing. Starbucks' global chief brand officer Tressie Lieberman is rebuilding the company's marketing machine by focusing on culture and identity to drive brand love. Originally reported by Adweek.
Hybrid Agency Model
Starbucks uses a hybrid agency model with in-house creative teams and external agencies for big campaigns.
Culture-First Strategy
Lieberman focuses on culture and identity through social content like the Unicorn Frappuccino revival and Green Apron Creator.
“It helps us show up as one global brand”
Fast Campaign Execution
Lieberman and Niccol launched campaigns in under three months using honest, truthful conversations.
“We always have honest, truthful conversations”
No Single Customer
Starbucks targets all customers by connecting with their identities through coffee choices and experiences.
“We’ve always been a lifestyle brand, and we want to protect that”
Beyond PSL Season
Starbucks creates seasonal collectibles for spring, summer, and other occasions to keep fans engaged year-round.
“Is there a collectible or a moment that can get our fans pumped up”
Gen Alpha Focus
Starbucks targets Gen Alpha with cold brew and Refreshers to prepare for the next generation of coffee drinkers.
“nearly half of the demographic drinking their coffee cold, iced, or frozen”
The one thing
Starbucks' global chief brand officer Tressie Lieberman is rebuilding the company's marketing machine by focusing on culture and identity to drive brand love.
