Growth is more than sales: Starbucks' new role proves why
In a strategic move to ensure future growth, Starbucks' new CEO, Brian Niccol, is launching the role of Global Chief Brand Officer (CBO). This decision emphasizes a critical insight: growth is more than sales. It's not about relying solely on a sales-driven approach—it's about building a strong brand that fuels long-term growth by stimulating marketing, communications, customer experience and sales.
By creating a role that oversees product development, customer insights, digital, marketing, and creative direction, Starbucks is shifting from a sales-dominant mindset to a holistic, brand-driven growth strategy.
The role of brand in driving growth
At Distinctio, we emphasize that brand is one of four engines behind sustainable growth. Starbucks’ decision to create a Chief Brand Officer shows that growth is not just about increasing sales figures, but about fostering a brand that resonates with customers, creating a seamless experience across every interaction.
A strong brand builds trust, stimulates communication, and enhances the effectiveness of marketing and sales. By aligning brand identity with every aspect of the business, companies can ensure cohesive and consistent growth, not just momentary sales spikes.
Our thoughts on why Starbucks' made this move
1) Brand-driven growth is holistic
Starbucks' CBO role integrates traditionally siloed functions like product, digital, and customer insights. This shows that growth can’t be achieved solely through sales targets. A brand that unifies these functions ensures stronger customer engagement, leading to greater lifetime value and loyalty.
2) Customer experience drives growth
By incorporating store concepts and customer insights into the CBO’s responsibilities, Starbucks is prioritizing the entire customer journey. Sales are no longer just about transactions—they are about providing a seamless, enjoyable experience that keeps customers coming back. Brand consistency across all touchpoints fuels that journey.
3) Insights power innovation
The decision to include customer insights under the brand umbrella highlights the role of data in driving innovation. Starbucks is recognizing that understanding customer needs leads to better products, services, and overall growth. Growth-driven strategies fuel the creativity and innovation necessary to stay relevant and competitive.
4) Why growth is more than sales
In a world where growth is often seen as synonymous with increasing sales, Starbucks is proving that growth is more than hitting sales targets. By focusing on brand identity and creating a unified experience across all areas of the business, companies can drive meaningful, sustainable growth that goes far beyond individual sales metrics.
At Distinctio, we help businesses rethink their approach to growth by integrating brand, marketing, communication and sales strategies to create an impactful customer experience that drives sales naturally—without relying solely on traditional sales models.
Conclusion: What can we learn from Starbucks move?
Starbucks’ decision to establish a Global Chief Brand Officer sends a clear message: growth is not driven by sales alone. When a company focuses on building a strong, cohesive brand, it stimulates long-term growth across all areas—from product development to customer experience and communications.
Growth isn't just about sales—it's about creating a brand that customers trust and engage with consistently.