Will Starbucks Find Itself In 2010?

An identity complex is never fun – especially if you are a brand. The past year was a particularly difficult time for Starbucks. It very publically explored its own soul, its past, its future, and in the process launched an instant coffee and a nostalgic blend of beans. After some intense psychotherapy, Starbucks came to this conclusion: It’s my parent’s fault.

Indeed, the once invincible brand determined that the best way to reinvigorate its image was to begin anew by rebelling against the past that gave birth to it.Continue reading...