Over on PSFK’s recently relaunched site Marktd, Diana Wolf writes a detailed piece on Starbucks’ multipronged attempt at brand revitalization since H. Schutlz retook control. She writes:
“We’re not this young, beloved, entrepreneurial enterprise anymore… We have to do business in a different way.” – Starbucks CEO Howard Schultz
And that’s exactly what he’s doing – business in a different way. And then in a different way. And then in a way that’s different from that. In early January, Schultz reclaimed the CEO torch he passed on back in 2000 and has since been making some pretty drastic and rather disparate changes. And I’ve been jotting them down.
