From Adweek · Adweek Staff · · 1m
Starbucks CEO Brian Niccol's Brand Shift
Starbucks CEO Brian Niccol's turnaround strategy sparks coffee competition.
In brief
Starbucks CEO Brian Niccol's turnaround strategy sparks coffee competition. Starbucks CEO Brian Niccol's leadership strategy revitalizes the brand through viral merchandise and competitive coffee marketing. Originally reported by Adweek.
Starbucks CEO Brian Niccol
Starbucks CEO Brian Niccol joined the company after CMO stints at Taco Bell and Chipotle.
Global Chief Brand Officer Tressie Lieberman
Tressie Lieberman is the global chief brand officer at Starbucks.
Unicorn Frappuccino Revival
Starbucks revived the iconic Unicorn Frappuccino this August, creating a record Saturday sales spike.
Super Bowl Ad Strategy
Starbucks made an Olympic-inspired Italian-themed ad before and after the Super Bowl without buying an in-game spot.
Competitive Coffee Market
Starbucks faces growing competition as rivals learn from its 30-year market strategy.
Taco Bell's Mobile Strategy
Taco Bell launched a mobile-centric website ta.co in 2015, a move Brian Niccol oversaw as CMO.
“Innovation has always been a part of Taco Bell’s core, and ta.co is our latest promise to make the brand accessible whenever, wherever, and however consumers want it”
The takeaway
Starbucks CEO Brian Niccol's leadership strategy revitalizes the brand through viral merchandise and competitive coffee marketing.
