Starbucks Rebrands

“Steve Barrett, who heads Starbuck’s 100-strong design studio, puts it in perspective. “While business in 2010 picked up nicely, we have been through a painful period, bottoming in 2009 – a combination of self-inflicted problems, the economic downturn, and better-focused competition from both independent coffee houses and chains like McDonalds. Howard and the leadership team [I paraphrase] have countered with a variety of successful moves (including Frappuccino and VIA) but the biggest is to get back to our roots, to re-charge the power of connections between our partners [read employees] and our customers. We think a rebranding can be a helpful signal to partners and customers alike of a new, emerging Starbucks.”

Continue reading this article here.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s