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MediaPost Publications, November 2, 2009 — Starbucks' decision to merge its year-old, $25-per-year Gold rewards card and its lower-level card into a single, frequency-driven rewards program signals a shift to a more customer-centric corporate strategy.
USA Today, October 28, 2009 — Simple is better.
This could be 2010's most powerful marketing mantra.
If 2009's hottest sales pitch was all about buying stuff on the cheap, 2010 marketing will increasingly stress less as more, as in fewer parts, additives or ingredients. While the trend is taking hold in many product categories, including health and beauty items, nowhere is it more apparent than with things we eat and drink.
FORTUNE, September 16, 2009 — In this adaptation from his new book, Trade-Off: Why Some Things Catch On, and Others Don't (Broadway Books), author Kevin Maney explains the tension between two key qualities and how a great brand got caught in a no-man's-land between them.
We constantly, in our everyday lives, make trade-offs between fidelity and convenience.
Those trade-offs, and how they affect business, help explain why Starbucks (SBUX, Fortune 500) hit a wall in 2007 — and why CEO Howard Schultz is still struggling to get his company's mojo back.
Advertising Age, September 14, 2009 — Starbucks is looking beyond its own brand to help transform the company.
CEO Howard Schultz has described Seattle's Best Coffee, which Starbucks acquired in 2003, as a big opportunity for the company as a whole. Now Seattle's Best will have Michelle Gass, one of Mr. Schultz's most-trusted advisers, at the helm. Ms. Gass is a 13-year company veteran and architect of Starbucks' multibillion-dollar Frappuccino franchise.
Adweek, September 4, 2009 — Starbucks has appointed Annie Young-Scrivner global chief marketing officer. She starts the job later this month.
Young-Scrivner formerly served as CMO and vp of sales for Quaker Foods and Snacks, a unit of PepsiCo. Prior to that, she was chairman and region president of PepsiCo for Greater China, and oversaw various global brands, including Pepsi, Frito-Lay, Quaker, Tropicana and Gatorade.
Investors.com, August 12, 2009 — Corporate America is all a-twitter.
From agriculture giant Monsanto (MON) to the Starbucks (SBUX) coffee chain, outfits of all stripes have added Twitter to their mix of communication tools. Just in the past three or four months, use of Twitter for marketing has boomed, says Forrester Research analyst Emily Riley. "Marketers are looking for free ways to reach influential audiences, especially in a bad economy," Riley said.
Advertising Age, July 21, 2009 — Starbucks Coffee Co. appears to be coming out of freefall — thanks, in part, to marketing by McDonald's. In a third-quarter-earnings call this afternoon, Starbucks CEO Howard Schultz credited margin improvements, cost savings and attention brought to the category by its rival's big-budget McCafe launch with helping to improve Starbucks' same-store sales. The chain's same-store sales fell 6% during its fiscal third quarter in the U.S., but that still bests the prior quarter, when same-store sales were down 8%
By Scott Davis, July 9, 2009 — Nike’s view of its customers reflects the continuing Web-driven shift in our culture that has, in turn, ushered in a new era of marketing – the Network Era.
Whether it’s in establishing a soccer social networking site, its 10K Human Race or a foundation to invest in the “girl effect,”... continue reading
Wall Street Journal, June 17, 2009 — Starbucks Corp. is making changes to the way it grinds and brews coffee as it tries to win back customers amid economic weakness and increased competition. Instead of grinding coffee only in the morning, baristas will grind beans each time a new pot is brewed. Timers will buzz to signal when it's time to make a new batch, according to internal Starbucks documents reviewed by The Wall Street Journal.
New York Times, May 31, 2009 — The hosts of “Morning Joe” on MSNBC seem to drink Starbucks every day. Joe Scarborough, the show’s namesake and co-host, sips Frappuccinos on camera so often that some viewers have wondered whether it is a form of product placement, paid for by the coffee company. Starting Monday, it will be.
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