When the Branding Gets Tough, the Tough Quit Branding

Word of Starbucks’ new “What Starbucks? I don’t see any Starbucks” strategy took me by surprise. Could you imagine a place that offered, among other things, two all-beef patties and special sauce on a sesame seed bun without being sold from underneath a pair of golden arches? That’s pretty close to what Starbucks seems to [...]