Скачать или смотреть 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