Few brands have truly harnessed the power of integrated marketing communications as well as Starbucks. They embraced the concept of integrated and multi-channel marketing techniques well before most other brands, recognizing early on the value of, for example, a direct mail campaign that's supported by e-mail and echoed in social media. When it comes to the holistic picture of integrated marketing communications, Starbucks continues to blaze a trail that other big brands – and small businesses alike – should carefully examine. The foundation of Starbucks' strength in IMC is twofold: consistent branding and consistent customer recognition. Visually, the Starbucks brand is undeniable. Travel to any major city around the world, and quite a few less major ones, and you'll see the familiar Starbucks face peering at you from coffee cups held by passersby. You'll identify a place to get the coffee you love in an airport, or wandering down some strange new street. There are other brands for which this phenomenon also occurs – like McDonald's – but whereas the reaction fast food creates can be mixed (especially when the restaurants are very close to historic or religious landmarks, which seems tacky), the concept of a soothing cup of coffee or cooling Frappucino is almost universally well received. Starbucks is also meticulous about getting to know their customers, and maintaining long-term relationships. They've always understood the value of perks like birthday gifts, delivered via postal mail to customers like an actual present. And they have a website dedicated entirely to customer feedback. My Starbucks Idea brings together a global community of Starbucks lovers. Customer ideas can be voted upon by others and the company provides feedback. Some ideas have even been implemented. At this time, 214,553 ideas are cataloged on the site. My Starbucks Idea is powered by Salesforce, so there is a huge CRM component behind it.