Word: brandings
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...This summer, thousands of visitors and millions of television viewers will get their first glimpses of modern China. They will see futuristic sporting venues, clean skies, brand-new roads, and smiling hosts. But after the Olympic flame is extinguished, and the victorious athletes return home, China will return to its abusive ways. Almost 75 years after our initial failure to stand against totalitarianism in the Olympics, we are about to be fall for the same trick. Fool me once, shame on you. Fool me twice, shame...
...Google's brand is known for both its ambition and its quirkiness, and the company's logo "Do No Evil" seems to allude to the power it wields. In fact, Google has teamed up with the world's top astronomers to create "Google Sky," a new feature that allows anyone with a computer and an Internet connection "to browse and explore the universe" through the Hubble Space Telescope; Googlers will even be able to see the universe at x-ray or infrared wavelengths...
...from its roots. As Schultz memorably wrote to the company's top execs on Valentine's Day, 2007, "We have had to make a series of decisions that, in retrospect, have led to the watering down of the Starbucks experience and what some might call the commoditization of our brand." The company that taught us that coffee is not a commodity has itself become...
...countries. But creating intimacy and authenticity on that scale may be beyond expectation. "They have come about as close as you possibly can to being big yet still retaining some uniqueness," says John Moore, who was a marketing manager at Starbucks until 2003 and now runs the blog Brand Autopsy. "I can't think of a company that's done it better--but can it really be done?" We are about to find...
After the woman with the 11 coffees drives away--running a recognized brand apparently doesn't mean you get recognized--we head inside and walk through the store with Harry Roberts. Roberts helped Schultz build Starbucks from 1987 to '96 and heeded the call to return as chief creative officer. The three of us stand and look at the area by the cash register--a clutter of CDs, breath mints, chocolate-covered graham crackers, chewing gum and trail mixes. "There's no story," Roberts says. Schultz adds, "We're selling a lot, but the point is to take a step...