The Emperor’s New Brand: How to Fail at Brand Revitalization Redux
An updated version David Lemley’s article, How To Fail at Brand Revitalization is featured in the latest INNOVA, Food & Beverage Innovation Journal. In the article, Lemley breaks his silence on Starbucks since the return of Howard Schultz as CEO.
In addition to gently teasing Mr. Schultz with lines like, “I hope he ate his Wheaties” Lemley gets right into what he believes is at stake for Starbucks with the launch of VIA. Lemley writes,
“It doesn’t take a Tasters Choice fan to realize that Starbucks is now mid-trip on the bus-ride to Hell. Never mind the price-point focused posters in the windows or the fact that they are slinging mud in their advertising (BTW: they never used to have to advertise to get the word out). For Starbucks’ own sake and the sake of the Third Place, so many of us have come to rely upon as our oasis between work and home, I hope that Via fails quickly.”
This is Lemley’s first article for INNOVA. Read Entire Article