Jack Uldrich
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Unlearning Starbucks

Posted in Advertising, Business, Creativity, Culture, Current Affairs, Food and Drink, General, Marketing

The most interesting news is often found in the smallest articles. Buried deep inside today’s Wall Street Journal isStarbucks a tiny article entitled Starbucks Tests Stealth Outlet. Apparently, in an effort to boost lagging sales, the mega-coffee chain is conducting an interesting test. It is dropping it’s name from a local Seattle store and replacing it with a name that “more closely resembles a corner coffee shop.” Aside from the blatant manipulation that we have to come to expect from multi-national corporations, I respect the idea because it at suggests the company is actively engaging in unlearning.

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