With honesty, providing opportunities, being real:
And this is how it is defined: A Lovemark is a brand that has migrated from a place in the market, to the heart of a culture. It is a brand that inspires loyalty, beyond reason.
It is a brand that is charged with mystery, intimacy and sensuality, to provoke with its name and its symbol, emotions of loyalty for a lifetime. And this is Starbucks, from many years ago, and especially today in Costa Rica as well, that has come to know its identification with coffee growers and artisans, that has recognized the quality of our best coffee and that has proposed to transfer the emotions of the Costa Rican terroir to its thousands of coffee shops in the world.
Starbucks has long been a Lovemark in my life and in the lives of many, and after reading last Sunday’s La Nación and the contribution that this firm has made in our country, I can only celebrate a company as an example and inspiration. Focused on its business, it is a brand that gives us an experience that stimulates our existence, connects us with the land, the coffee plantation and a meaningful experience.
My first hot drink in the morning, however, is a Starbucks Awake black tea with a splash of milk. However, I drink it in a simple, white cup with the Starbucks logo on it, which leads me to better feel the take-off of each day. And if I am short on time and have to drink it on the road while driving, it comes with me in a thermal mug that also bears this logo, which among other factors, fascinates me in its symmetry and ancestral links to fantasy stories.
Undoubtedly, and as a good friend and associate of mine was saying today, last Sunday was better because La Nación shared this story with us. For this reason, it is good to invite everyone in the press to dedicate at least one day a week to extol all the good things that happen, all the inspiring examples that stimulate, all the stories of overcoming and success that happen every day, and that do not have to be the protagonists only of specialized magazines and business publications.
To the coffee growers of Tarrazú, to the artisans of the country, to all of us in the world, Starbucks confirms that there are companies that understand that while the planet is globalizing, all of us, you and I, are local. It also establishes that those who allow themselves to win, and especially those who live convinced, as I do, that there is plenty for everyone, win. It is not by focusing on the cheapest, nor by looking only at the line of profits, because in cases such as those described in the report of La Nación, Starbucks wins by rescuing values, ideas and creations at the base, there where coffee is sown, consented and harvested.
Before Starbucks already triggered in me a fabulous mix of positive, warm and aromatic feelings. Today, after what I learned from the aforementioned report, I feel loyalty and appreciation, gratitude and tenderness, honesty, sincerity and the desire to be even closer to this international Lovemark.
And now yes, let’s go for a cup of good coffee, which in my case, will be a very strong 1820 robusto… today also in a cup I bought at Starbucks.