PSFK friend Diana Wolf recently wrote an insightful piece on Starbucks’ multipronged attempt at brand revitalization. The whole article is republished here (with author’s permission):

“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. So far we’ve seen:

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