How Starbucks Transformed Coffee From A Commodity Into A $4 Splurge

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09_26_11_debbie.jpg

A must article by Debbie Millman on Fast Company. The full article is actually an excerpt from her upcoming book, Brand Thinking and Other Noble Pursuits, which is currently available for preorder here.

"Stanley Hainsworth has been a catalyst for the great brands of modern times. He was creative director at Nike and then Lego. He was vice president global creative at Starbucks in an era when the coffee purveyor was experiencing phenomenal growth. Starbucks has been hailed, acknowledged, and praised again and again for its excellence in branding and marketing, in creating a branded experience that can satisfy the connoisseur, bring in new converts, be accessible to all, and irresistible in its appeal. Stanley defined the very feel of Starbucks in an era when the brand was becoming a cultural icon."

Check out the full article on Fast Company.

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