Page 264 - (DK) The Business Book

262 CREATING A BRAND

the individual values and vision language, informal website, and
take the brand from an idea on a quirky offices at Fruit Towers also
piece of paper to a commercial help create Innocent’s personality,
reality. The vision for the company conveying a bold, irreverent brand.
reflects where the founders or
directors want to take the idea. The A brand that captures your The third place
vision of the furniture store IKEA, mind gains behavior. Howard Schultz, who built Starbucks
for example, is to create “a better A brand that captures your into a global brand, had the idea of
everyday life for the many people.” heart gains commitment. a coffee company with a distinctive
The business idea that supports this Scott Talgo personality that could create a
vision is to offer good-quality US brand strategist sense of connection. When Schultz
furniture at affordable prices. IKEA joined in 1982, Starbucks was a
has become a global brand because single store in Seattle selling fresh-
all aspects of their business support roasted, whole-bean coffees. The
this idea, from the unique layout of name, taken from a character in
the shopping environment—such Melville’s Moby Dick, evoked the
as family-oriented restaurants and seafaring tradition of early coffee
children’s play areas—to of their innovative company to be traders. Schultz traveled to Italy the
advertising. Today IKEA is the openness. Each fruit drink carries following year and observed that in
world’s largest furniture retailer. a label inviting customers to “call Italian coffee bars, coffee was more
the bananaphone” with their than just a hot drink: it was an
What kind of brand? views, or to drop in to the company experience that sparked daily
Values are another subtle element of headquarters, Fruit Towers, at any exchanges. He decided to bring the
the brand, and summarize what the time. The Innocent website also Italian coffeehouse tradition back
brand stands for. It is important that invites visitors to join the Innocent to the US, where he had seen
companies don’t just state their “family” and make suggestions for limited casual social interaction.
values; they should be reflected in what the company should do next, The concept of the “third place”
the way the company operates. “as we sometimes get confused.” was born—a place between work
The three founders of the fruit- Their chatty, informal approach and home where you can enjoy
smoothie company Innocent, suggests that the company conversation and a sense of
which started life at a British prioritizes openness and dialogue community. This idea became an
music festival in 1999, decided with customers, whose values and essential part of the brand and was
they wanted one of the key values opinions it respects. The tone of carried through in the café design:

Anita Roddick Born to an Italian immigrant that businesses have the power
couple in an English seaside town to do good, and she pioneered
in 1942, Anita Roddick described the prohibition of animal testing
herself as a “natural outsider.” She for cosmetic products, pushed
started The Body Shop, a retail the adoption of fair trade, and
cosmetics and beauty business, in lent business support to political
1976, with one store in Brighton. causes such as Greenpeace and
Drawing on her own diverse Amnesty International.
experience and travels in Europe, In 2000 she published her
Africa, and the South Pacific, she autobiography Business as
created natural cosmetic products Unusual, followed by a series of
in recyclable bottles. The Body activist publications. She was
Shop went on to shape ethical made Dame Commander of the
consumerism because of Roddick’s Order of the British Empire in
personal drive and the campaigns 2004. In 2006 The Body Shop
that were promoted within her was purchased by US giant
stores. Roddick’s firm belief was L’Oreal. Roddick died in 2007.