Starbucks is here at TED, providing a much needed and much appreciated caffeination service. But more than I love the Chi Lattes, I love that Starbucks excercises absolute control over its brand experience.
Here in the lobby of the Monterey Conference Center (which is a lovely yet generic conference center, as you would expect), Starbucks has defined and created sacred space. There *is* a Starbucks in the lobby. There are no constructed walls (though they did hang two of their green logo lit signs). There is a rug that defines the lounge area and a steel counter that defines the service area. Ther baristas are as friendly as I've ever had, all wearing that bright Kelly green. There are coffee brand posters lining the two walls that define the corner were this temporary Starbucks is tucked. In the lounge area there are couches and comfy chairs, as you would expect. There are also a few wooden chairs and hard tables for the serious workers. And I swear these are the same chairs and tables that are in the Yonge and Wellesley Starbucks in Toronto.
Stepping into the Starbucks space, you know that you are in differentiated space. Sure, it's the same people all wearing the same large colourful TED badges, but we behave differently. When the line gets too long (and TEDsters get ansy), one of the barista's comes out and starts taking drink orders in line. They they go into the same tried and true process that has been honed and perfected at Starbucks across the world.
Starbucks knows that brand is so much more than logo or visual design. It is even more than a great product (we could just ave self-serve urns that have Starbucks coffee in them and lables on them if we needed). Brand IS customer experience. They OWN that.
Wow.
If you're reading this at TED, make sure you tip the baristas. Employees are the ambassadors of the brand. They make the "Starbucks at TED" experience a complete one.