The Only Thing Left For Starbucks? Stop Being Starbucks
I hate to admit this but this is a really smart move. Starbucks created an empire by creating an atmosphere that people wanted to be a part of. The whole thing was about image because, let’s face it, their coffee sucks. And that image just happened to come at a very decadent time in this country. McMansions, SUVs, and Vente Lattes from Starbucks. But what made them so popular is exactly what is destroying them today. People aren’t showing off as much and they’re turning their backs on Starbucks. You almost feel shame holding a cup with the Starbucks sleeve on it. By completely removing their branding they can recapture some of their popularity. That is, as long as people don’t know that the store is actually a Starbucks.
