“We needed a partner to help guide an incredibly passionate and opinionated leadership team through a difficult yet exciting time in our brand’s evolution. Bulldog Drummond was the perfect fit. They designed an experience and ensuing body of work that kicked off the next chapter of the Starbucks brand.”
Howard Schultz knew something needed to change. In the face of a weak economy, increased pressure from low-cost competitors, market saturation and brand commoditization, he decided it was time to reevaluate the brand from the inside out. He signed up for a new tour of duty and was ready to craft a new vision for his brand and chart a plan to turn it around. Bulldog Drummond was brought in to help kickstart the brand refresh.
Bulldog worked with core members of the leadership team to develop an intensive two-day leadership innovation summit to explore the brand and chart its past, present, and future. We looked at the history of how the brand talked to consumers, mapped meaningful and game-changing opportunity spaces, and identified their aspirational customer of the future. We dug deep into their new brand mission statement and worked with small groups to develop new perspectives on tone, language, store design, products, community and voice—each aligned with their new mission. The session produced a powerful and directional framework for next steps, and robust content that the core brand team could use immediately to refine their future. The impact of our work together can be seen in the successful focus and reinvention of the Starbucks brand.