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A glimpse into the minds of the Positioning Pioneers

  • Hashtag Branding – How to not get burned

    Starbucks, like most companies these days, is obsessed with buzz. Not the kind you get from a double-espresso but the kind you find online...

  • Starbucks dumps “Coffee” and I think is likely to get burned

    The Starbucks brand was built on coffee and nobody knows that better than Howard Schultz. Seeing him so blatantly and arrogantly remove it from...

  • Starbucks is Shooting Itself in the Cup

    Starbucks latest offensive isn’t against McDonald’s or Dunkin’ Donuts it is against itself. And if Starbucks weapon is as successful as it says it...

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