Internal Brand Culture — The Secret Ingredient Behind Unique Customer Experience

Employees are responsible for breakthrough customer experiences and those employees are shaped by the company’s culture.

  • Customer obsession — start with the customer and work backwards
  • Employees are owners
  • Speed matters(Customers appreciate the quick solutions)
  • Dive Deep, Invent and simplify.


Palmisano recognised,”Clever advertising or freshened-up logo will be a pointless exercise if there are cultural problems within the company that prevents delivery of any new initiatives”.

  • Dedication to every client’s success
  • Innovation that matters
  • Trust and Personality in all relationships.


“We’re in the people business serving coffee, not the coffee business serving people.” -Howard Schultz, Founder and CEO of Starbucks.

  • Connect with, laugh with and uplift the lives of our customers — even if just for a few moments, it’s really about human connection
  • Stores to be full of humanity — should be a break from the outside worries for a customer, the place where they can enjoy with friends, can be savoured with wonderful memories.
  • No compromise on quality — Exhibited through Lighting, furniture, fixtures, artwork, music, aromas, colours, menu boards, counters, localised experience, cleanliness, transparency with vendors, open communication, environmentalism, shared social responsibility, taste.


“The culture is sort of like an individual’s personality. Nike’s culture is not the same as me. Nike’s culture is young and irreverent and I’m neither. It comes from the people, comes from the athletes we’ve dealt over the years.” — Phil Knight, Founder, Nike.





Secular Humanist, Business Growth Consultant, Design Thinker, India. Reach me at

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Shah Mohammed

Shah Mohammed

Secular Humanist, Business Growth Consultant, Design Thinker, India. Reach me at

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