Case Study: Starbucks refreshes its brand for the next chapter with Bulldog Drummond

Starbucks crafts a directional brand framework with Bulldog Drummond

Starbucks faced significant challenges including a weak economy, low-cost competition, market saturation, and brand commoditization. Howard Schultz returned to lead a brand refresh, and enlisted the vendor Bulldog Drummond to help kick-start this strategic repositioning effort.

Bulldog Drummond facilitated workshops with the Starbucks leadership team to analyze the brand's past success and missteps, understand global consumer behaviors, and debate industry trends. They partnered to dissect the new brand mission and develop aligned perspectives on tone, language, and customer experience. This work produced a powerful brand framework and robust content, equipping the team to refine their future path and successfully launch the brand's next chapter.

Starbucks