John Moore: Brand Autopsy

Brand Autopsy Presentations 

Starbucks Tribal Knowledge (PPT)

For a company that has accomplished so much, it's surprising how little the business world really knows how Starbucks found prosperity from selling a commodity. That's because much of this company's sage advice and weathered truths exist solely in the hearts and minds of long-time Starbucks partners (employees).

Starbucks tribal knowledge is an innate language that has never been written, only spoken, and then, only within the Starbucks tribe. It's a pithy quote from a respected Starbucks executive. It's a mantra used by Starbucks project teams to bring forth passionate followership. It's emotionally intense advice from old-school partners. It's poignant. It's thought-provoking. It's actionable. It's what built Starbucks the business and Starbucks the brand.

The tribal knowledge that John Moore, former long-time Starbucks marketer, shares during this presentation is collection of those nuggets of tribal wisdom-a compendium of the truths that, added together, express the learnings and traditions of Starbucks.

jumboSHRIMP Marketing (Video)

When small businesses dream, they usually dream of becoming a bigger business. When you think about it, nearly every big business began as a small business. However, a bigger business doesn't always equate to being a better business. At some point, big becomes bad. Big becomes a matter of being convenient rather than being unique (McDonald's). Big becomes a game of market share not customer care (Wal-Mart). Big becomes ubiquitous (Microsoft).

It seems by the time a small business gets big, it's time for it to act small again. Paradoxical? Yes. Impractical? No. There are countless businesses which have managed to get bigger, but still retain their semblance of smallness. They get bigger by acting smaller. In essence, these businesses are like jumboSHRIMP-big, yet small.

In this presentation, attendees will learn rules jumboSHRIMP businesses are following to get bigger by acting smaller.

Word-of-Mouth Marketing BASIC TRAINING (PPT)

According to a Yankelovich study, 76% of consumers believe companies are untruthful in their advertising. Contrast that startling statistic with a finding from the Edelman Trust Barometer study which reveals 68% of consumers trust other people "like themselves" and you begin to realize why Word-of-Mouth marketing is gaining credibility as an effective marketing strategy.

In his Word-of-Mouth BASIC TRAINING presentation, John goes broad and deep in explaining why Word-of-Mouth (WOM) is the most influential marketing medium and how benchmark businesses are generating WOM. John closes this presentation by sharing ten ideals to spark tens of ideas on how to make Word-of-Mouth happen in any business.

This presentation is perfect for businesses and organizations wanting to not only learn the ins and outs of Word-of-Mouth Marketing, but also needing the inspiration to make WOM happen.

Creationist WOM versus Evolutionist WOM (Video)

For those well-versed in Word-of-Mouth Marketing, John offers his Creationist WOM versus Evolutionist WOM presentation. In this thirty-minute presentation, John asks the question %u2026 which came first, Word-of-Mouth Marketing or Marketing worthy of Word-of-Mouth?

It's like the "Chicken or the Egg" debate which separates those who believe in Creationism and those who believe in Evolutionism.

A similar, albeit much less culturally significant, debate is being waged these days by marketers all over the world. There are marketers who believe WOM can be created and there are marketers who believe the only way to generate long-lasting WOM is for it evolve from a remarkable product, service, or experience. Expect to spark worthwhile conversations amongst attendees following this thought-provoking presentation.