Where Does Marketing End and Corporate Culture Begin?

Posted by on September 18, 2006

There Can Be More Than One Reason for Success.

Richard Pachter of Miami Herald fame has posted an interesting review of the new book,

Tribal Knowledge: Business Brewed from the Grounds of Starbucks Corporate Culture
by John Moore. 264 pages. $22.95.

Says Pachter, “Branding is essential but ill-understood. Managers mumble mantras to their minions about the importance of maintaining the integrity of their brand while consciously or inadvertently sabotaging their efforts… But when it works, branding’s power is like a fiery furnace. I’m not a fan of Starbucks’ coffee; tastes burned to me. But the company’s identity is so strong that studying it is a worthwhile endeavor…”

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