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Some of you might know my obsession with Starbucks — not the coffee as much as the corporate juggernaut that is the Starbucks Coffee Company.  What other corporate do you know that has a half dozen books written on its history, management style, stock price, lore and so on?   To wit: it is the only retail store known that can open two stores across the street from each other and improve sales at both locations.  Fascinating.

The big news out of Seattle this week: the new Starbucks roast.  I admit it, I walked a few blocks to try it today and you know what?  I liked it.

But the very exciting thing to me is watching a brand re-invent itself overnight.  Since Howard Schultz took over again as CEO, he’s ousted the foul-smelling breakfast “sandwiches” and refocused the company on providing a mellower Pike Place Roast as well as specialty cups at premium prices.

Which just shows you how good marketing works: when all else fails, go back to your core.

So what’s your core?  Can your organization even articulate it?  Could you reintroduce yourself to the world?

This entry was posted on Saturday, April 12th, 2008 at 5:01 am and is filed under Starbucks, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.