Brand Over Time, Sales Overnight with Starbucks' Tressie Lieberman скачать в хорошем качестве

Brand Over Time, Sales Overnight with Starbucks' Tressie Lieberman

Starbucks Global Chief Brand Officer Tressie Lieberman learned early in her career that building a brand requires balancing two timelines: "brand over time and sales overnight." It's a philosophy she's carried through leadership roles at Pizza Hut, Taco Bell, and Chipotle, and now applies to one of the most watched brand transformations in business. Tressie joined Starbucks a year ago as part of CEO Brian Niccol's turnaround team, overseeing everything from menu innovation and digital experience to the company's ready-to-drink beverages. Her mission: reignite the soul of Starbucks and bring the brand back to its coffeehouse roots. Today on Building Better CMOs, she and Marketing + Media Alliance CEO Greg Stuart talk about what causes iconic brands to lose their way, how to harness customer-generated trends like the viral glass “bearista,” and why curiosity is the number one trait she hires for. They also discuss embracing change as a career imperative, the entrepreneurial mindset she brings to big companies, and why marketers must treat customers as co-creators rather than passive audiences. Chapters: 00:00 Introduction 02:03 Green Apron Service 05:32 The "Back to Starbucks" Strategy 08:41 What Derails Iconic Brands 11:26 Brand Over Time, Sales Overnight 14:30 The Chief Brand Officer Role 17:16 Moving to Seattle 24:02 Best Advice: Be Yourself 27:32 Hiring for Curiosity 33:26 The Entrepreneurial Mindset 41:20 The Power of the Customer 50:54 Embracing Change in Marketing Full transcript: https://bettercmos.com/tressielieberm... This episode was produced and edited by Eric Johnson: https://lightningpod.fm/ Follow Building Better CMOs in your podcast app⁠⁠⁠: https://pod.link/1689135815 Rate and review the podcast: https://bettercmos.com/review Tressie's LinkedIn:   / tressielieberman   Greg's LinkedIn:   / gregstuart