September 1, 2016

Over the past 10-15 years have significantly changed the rules for brand building. Educate yourself with thoughts from Kai-Fu Lee. Where once the company to spread its influence through traditional marketing, regular customers of the company is now seeking to strong emotional relationship with her. The basis of this relationship is the most important feature of a world-class brand: trust. Trust your employees and your customers doveryate. Even earlier, we are struggling tried to exceed the expectations of our customers. But we knew that to achieve this goal, we must first exceed the expectations of our employees. It has never been evident in 1990 when we were still a private company, which has did not become profitable. That's when we began to provide comprehensive medical care to all our employees, including those who worked part-time. We also firmly believed that our people should share the success of Starbucks by options to buy shares – shares of beans, "as we called them. May be hard to imagine that we defended a costly idea, developing our business. But they were not spending, but rather an investment. Rapid growth can make unnoticed a lot of mistakes, and is heady feeling, because that is sometimes difficult to see the need for investment in the future. Think of investing in your company as if you're building a building a hundred floors – you first need to put a solid foundation that will support future growth.

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