# Starbucks CEO Brian Niccol's Brand Shift

> Starbucks CEO Brian Niccol's turnaround strategy sparks coffee competition.
- Title: Starbucks CEO Brian Niccol's Brand Shift · Adweek | Shortify
- Summary: Starbucks CEO Brian Niccol's turnaround strategy sparks coffee competition. Starbucks CEO Brian Niccol's leadership strategy revitalizes the brand through…
- Keywords: starbucks, brian niccol, taco bell, chipotle, unicorn frappuccino, psl season, super bowl ad, global chief brand officer, adweek, CEO, Brian, Niccol's
- Source: Adweek — https://adweek.com/brand-marketing/read-all-of-adweeks-starbucks-coverage
- Author: Adweek Staff
- Published: 2026-10-06T10:38:00+00:00
- Read time: 1 min
- Topics: starbucks, brian niccol, taco bell, chipotle, unicorn frappuccino, psl season, super bowl ad, global chief brand officer, 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
## Key takeaway

Starbucks CEO Brian Niccol's leadership strategy revitalizes the brand through viral merchandise and competitive coffee marketing.