Starbucks marketers use a six-point unwritten code to ensure that the marketing programs they create and implement are authentic, that they’re staying on message and on brand, and that they tell the story of what makes the product they are promoting Starbucks-worthy. Ideally, every marketing program created and implemented at Starbucks adheres to the following six unwritten rules:

1. Be genuine and authentic

2. Evoke feelings, never prescribe feelings

3. Always say who you are, never who you are not

4. Stay connected to front-line employees

5. Deliver on all promises made

6. Respect people’s intelligence