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OCT 2008

Original Team Tries to Revive Starbucks

New York Times, October 30, 2008 — Since Howard D. Schultz returned to the helm of Starbucks in January, he has desperately tried to recapture the company’s original magic. Mr. Schultz has hired back one of the authors of Starbucks’s original success: Arthur Rubinfeld, its president of global development. Back at Starbucks since February, Mr. Rubinfeld is now guiding a renovation of its stores and refocusing on the urban markets that gave the company its illustrious start.

Categories: Brand, Design
Tags: Dunkin' Donuts, McDonalds, Starbucks, Brand blunder, brand dilution, Brand Positioning, brand revival, Customer Experience, expansion strategy, real estate strategy, tailor merchandise

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