Recently I have read a couple of books on some of the famous brands in the world, about the story behind their creation and success, about the vision, mission and values that formed a part of their identity. There were two books which I found to be particularly enjoyable and insightful to read:
“The Starbucks Story, How the brand changed the world” by John Simmons
The story of Starbucks has always been a fascinating one. A company that was founded by a few gentlemen who were obsessed over high quality coffee beans, which was then bought over by Howard Schultz, a man who was obsessed with the coffee culture and experience which he immersed in Italy. The whole brand was then transformed, from selling beans and brewing equipment to serving coffees and pastries, creating “The Third Place” that everyone will go besides office and home.
“Shoe Dog, a memoir by the creator of Nike” by Phil Knight
This is actually the first time I got to know the Nike brand in detail. I was surprised that the whole story was started off with Phil importing Onitsuka Tiger’s shoes, how it all went south in the end and ultimately led to the creation of their own shoe brand: Nike. The struggles of Phil and his fellowships was so real and raw, and it made me continued to read and read in order to find out what they did to get over all the hurdles. The story brought up the spirits behind Nike, on hindsight, you can really see where those spirits and rebellion came from.
Both books offered insight and behind-the-scene of how a brand was created, how their identity was defined. For Starbucks it’s always about customer experiences, for Nike it’s all about winning. Both books were easy to read and digest, and I learnt a couple of things about business management along the way as well. Even if you are not a business person, these books were entertaining enough for you to read and get to know the brand better, that is if you are a fan of these brands.