A leaked memo by Starbucks CEO Howard Schultz in February talked about the commodization of their brand and Schultz admits that "Some people even call our stores sterile, cookie cutter, no longer reflecting the passion our partners feel about our coffee."
The following idea is out of the box...I mean way out. BUT could this be the right direction for a company as large and exposed as Starbucks? Could this be the solution for more than just them? (thanks Brand Autopsy for the heads up)
"Kill the brand while it's still at its peak, and replace it with another one. Right now. Today, the Starbucks brand is extracting the absolute most it can from its brand equity. It is at the top of the hill. It has nowhere to go but down. The company should pull back and create another, new brand "from the makers of Starbucks" which redefines the coffee category and gets back to the essence of what Starbucks used to be all about. They would benefit from a glorious mountainous buzz effect. Everybody would flock to the new brand - a Starbucks for the new millennium."
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That didn't go so well for Coke (New Coke), not sure its the brand as much as its the saturation. There's no way they continue their growth, with a Starbucks every 2 miles; they probably have to resort to new niche strategies and look for sustainability.
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