Starbucks CEO on Brand's 40th: "I do like the fact they're talking about us."

Posted by Shirley Brady on March 7, 2011 12:00 PM

"I can't answer why people are so emotionally linked to what we do or why they like or don't like us so much. I do like the fact that they're talking about us. ... Over the past 18 months, we've become more relevant to our core customer and younger audience. The maturation of the company has enabled this. These are the best of times for Starbucks."

— Starbucks chairman and CEO Howard Schultz to USA Today in a Q&A highlighting Starbucks' 40th anniversary on March 8th, hotly debated rebranding and how it's evolving.

In addition to releasing a limited-edition tribute coffee, the brand is celebrating its anniversary this week by giving customers a treat with beverage purchase — details below.

The following spot (by BBDO NY) outlines Starbucks' 40th anniversary giveaway, running Thursday-Saturday:

More about: Starbucks, Rebranding, Howard Schultz, Logos, Identity, BBDO, Promotions, Anniversaries

Gordon Aymar says:

It is good to see Starbucks is back focused on coffee. There is a bright future for Starbucks onecup, instant, and various healthy teas. It seems like the biggest room for growth is the home market. The slow service and volume of business in stores is not the answer. Adding more food items will further slow service and cut into marginsl.

New slogan should be "Great Coffee to get you through the daily grind."

March 8, 2011 11:33 AM #