TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Does Starbucks Have an Accessibility Issue?

In continuing coverage of the Starbucks 40th anniversary, The New York Times did a story this weekend that was a professional profile of CEO Howard Schultz, a history of the company, and a profile of the brand and it’s continuing comeback to coffee prominence. If you haven’t read the story, you should, if only to gather ideas for pitching a story like this on behalf of one of your own clients.

But the most interesting quotes in the story came from a Temple University professor, Bryant Simon, who’s written a book called Everything But the Coffee: Learning About America from Starbucks.

“Has anybody said they came back because people love the coffee again? They came back because they’re remaking themselves as a brand that competes on value, largely — a brand that’s everywhere, easily accessible, predictable,” he says towards the beginning of the story.

And then later: “When you’re selling stuff people don’t need, you’ve got to be selling something else, and that’s what Starbucks lost. There’s a kind of dissonance between the messaging and the actual practice.”

Whoa. Do you think this is true?

Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsLearn how to use stories to inspire, connect, and persuade your clients! In this workshop starting September 3, you'll learn how to uncover stories in everyday life, incorporate stories into your media work, use storytelling techniques with clients, all to improve your pitch and presentation skills. Register now!