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Starbucks & Brand Experience

The folks over at Brand Autopsy have been looking at the dilution of the Starbucks brand experience in the use of automatic espresso machines, the lack of coffee smell in the stores etc. Today, they pointed to a leaked email by the Starbucks Chairman Howard Shultz writing to the board about very similar concerns.

The email is a great look into how brand experience is cultivated and can be lost in the process of corporate growth.

Posted by Ryan Torma on March 5, 2007 10:20 AM |

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Comments

Ryan - thank for linking to our posts regarding Solutions for Starbucks... I invite you and your readers to share your thoughts and expertise on the topic... Should be interesting!

Posted by: Paul (from Idea Sandbox) | March 6, 2007 08:53 AM

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