The Tragic Fall from Specialist to Generalist: Starbucks, the Latest.
In the CEO Afterlife
JUNE 6, 2011
Last week, legendary brand positioning expert Al Ries weighed in on Starbucks reported desire to move away from its powerful ‘specialist’ strategy. But I hate seeing Starbucks surrender ‘brand specificity’ in order to add a bunch of non-coffee products to their roster for the sake of bigness. Human Resources.
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