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Fast Company May 1, 2007 Bill Breen	Who Do You Love? Authenticity is the benchmark against which all brands are now judged.
Fast Company July 2004 Alison Overholt	Thinking Outside The Cup Surprise! Starbucks barista-in-chief Howard Schultz is making a big, bold push into the music business. He aims to transform the record industry -- and turn Starbucks into the world's biggest brand, period.
HBS Working Knowledge February 5, 2009 John Quelch	In Praise of Marketing Marketers do a surprisingly poor job of marketing the importance of marketing. Here is the story that needs to be told.
Entrepreneur September 2001 Chris Penttila	Brand Awareness Wake up! Your brand isn't your savior, and all the goofy ads in the world won't save your company. What can? Well... have you given good business a try?
The Motley Fool December 12, 2011 Jeremy Bowman	I Was Wrong About Starbucks It was nearsighted of me to think the coffee king wouldn't recover from its 2008 follies.
The Motley Fool July 7, 2008 Rick Aristotle Munarriz	Stop Sticking Up for Starbucks Can Starbucks innovate in time? And how quickly will the market copy what works then?
The Motley Fool January 15, 2008 Morgan Housel	How Marlboro Friday Changed the World To defeat generic competition, clever companies use many approaches to achieve huge successes on the basis of their brand names.
Fast Company August 2004 Linda Tischler	The Good Brand Brands are less and less about what we buy, and more and more about who we are. That means your cola can't just taste good. It has to feel good, too.
Salon.com August 5, 2002 Damien Cave	Air Jordans What changed leisure footwear forever and created the wonderful, hideous behemoth of contemporary consumer culture? It's gotta be da shoes.
CRM April 2014 Maria Minsker	Demystifying the Brand Building Process The seven simple principles every company needs to know.
The Motley Fool December 8, 2010 April Taylor	Starbucks Says It Wants Its Brand Back Here's an expensive lesson for a premium brand. Starbucks asserts that Kraft mismanaged the marketing and distribution of its packaged coffee products.
The Motley Fool June 1, 2005 Alyce Lomax	Hunting Stocks From Your Sofa While no amount of pop-culture credibility is a reason unto itself for you to invest without doing a whole lot of homework, examining the names that have sneaked into common vernacular is a good place to start.
The Motley Fool February 13, 2009 Alyce Lomax	No, Starbucks, Please Don't! The company will start offering Starbucks Via instant coffee in its cafes next month in packs of three or 12.
BusinessWeek September 20, 2004 Stanley Holmes	The New Nike No longer the brat of sports marketing, it has a higher level of discipline and performance. With revenues exceeding $12 billion in fiscal 2004, the company that started by selling sneakers out of the back of a car has finally grown up.
Wired November 2004 James Surowiecki	The Decline of Brands There's something strange going on in branding land. Even as companies have spent enormous amounts of time and energy introducing new brands and defending established ones, Americans have become less loyal.
BusinessWeek August 6, 2009 Susan Berfield	Starbucks: Howard Schultz vs. Howard Schultz Starbucks' iconoclastic founder has gone through a reeducation in the rigors of running a more typical company.
CRM October 2013 Maria Minsker	Starbucks: Building an Inspiring Brand It's not just about the coffee.
The Motley Fool June 29, 2005 Bobby Shethia	Coffee, For Peet's Sake A smart growth strategy powers this quality-focused java joint. From aging Bay Area hippies to soccer moms in Dubuque, Peet's has the perfect cup of joe for everyone. At $32, Peet's trades at a pricey 36 times its forward earnings of $0.89.
The Motley Fool March 20, 2009 Alyce Lomax	Starbucks Sweats the Excess Now, according to media reports, Starbucks wants to shed its image as the coffee equivalent of Tiffany or Nordstrom? Should the company dispel it?
HBS Working Knowledge July 9, 2008 John Quelch	Starbucks' Lessons for Premium Brands This Harvard Business School professor thinks Starbucks troubles began when the company went public.
The Motley Fool September 24, 2008 Graham & Lomax	Fool Blog: Can Starbucks Be Saved? The java giant hits black and bitter times.
The Motley Fool July 30, 2010 Mac Greer	Starbucks' Future: Short, Tall, or Venti? The coffee giant has a lot of options.
The Motley Fool July 19, 2010 Eric Bleeker	Can Starbucks Reinvent Itself? Starbucks has emerged as a leaner, more focused company.
The Motley Fool February 4, 2004 Gardner & Gardner	Starbucks Fights French Resistance What does it take to bring American tastes to a discerning culture?
The Motley Fool May 12, 2010 Alyce Lomax	Starbucks Goes Lowbrow The coffee giant has big plans for a more middle-of-the-road brand.
Food Processing August 2006 Ashman & Beckley	Product Spotlight: Coffee with a conscience Starbucks' Rwanda Blue Bourbon provides lessons to all food processors on fair trade and a social mission -- and the marketing opportunities inherent in those causes.
Fast Company September 2000 Curtis Sittenfeld	No-Brands-Land Nike. Starbucks. Apple. The Brand Called You. Author-activist Naomi Klein knows all of the arguments in favor of high-powered brands. She just doesn't buy them.
The Motley Fool September 29, 2011 Robert Eberhard	Growth Ahead for Dunkin' Brands? In order for Dunkin' Donuts to live up to its current advertising slogan of "America Runs on Dunkin'," it needs to compete with national and regional favorites to establish a truly national brand.
HBS Working Knowledge August 25, 2014 Julia Hanna	Starbucks Reinvented Nancy Koehn's new case on the rebirth of Starbucks under Howard Schultz "distills 20 years of my thinking about the most important lessons of strategy, leadership, and managing in turbulence."
Fast Company September 2014 Danielle Sacks	The Multimillion Dollar Quest To Brew The Perfect Cup Of Coffee Joyride is responsible for helping more than 300 corporate clients, from Warby Parker to Ideo, find coffee religion. Other companies are also getting in on the high end coffee craze.
Fast Company September 14, 2011	A New, Fortified Brim Coffee Makes A Comeback An object lesson in brand relaunching from Brim's reviver, Mark Thomann, CEO of River West Brands.
The Motley Fool December 13, 2005 Stephen D. Simpson	Pernod's Done With Doughnuts As Pernod looks to divest non-alcohol businesses, Dunkin' Donuts ends up back in American hands. This could prove to be the beginning of an interesting story for investors.
CRM November 2014 Maria Minsker	Why Twitter Is Not a Strategy Though new technology is tempting, marketers have to get back to basics, says Tom Doctoroff, author of Twitter Is Not a Strategy.
BusinessWeek October 10, 2005	Coffee Drinkers and Their Habit A poll reveals that while many respondents 25 to 45 go to cafes like Starbucks, traditional brands still have a strong grip on them.
The Motley Fool April 22, 2010 Alyce Lomax	Starbucks' Siren Song Starbucks' second-quarter results poured a cup of reassuring news for investors as American traffic increases.
Food Processing August 2012 Diane Toops	The Private World of Private Label Food Brands Will the category's 'quality copy-cat' reputation hold up after the recession?
Pharmaceutical Executive June 1, 2006 Vince Parry	What Type of Brand Are You? Stop the aimless soul searching. The path to brand success lies in understanding how best to position your drug.
BusinessWeek September 20, 2004	A Jog with Nike's Numbers Man CFO Don Blair talks about the hard job of instilling discipline at the freewheeling sports-equipment marketer. It hasn't been a stroll in the park.
The Motley Fool February 5, 2007 Alyce Lomax	Do You Want Fries With That? Consumer Reports says McDonald's has the best coffee. What does that mean for Starbucks? Investors, take note.
The Motley Fool July 14, 2008 Alyce Lomax	Foolish Test Drive: Looking Over Starbucks' Clover The coffee giant acquired the company that makes the high-end Clover coffee-brewing machines. Let's taste-test and see if it does what it's purported to do.
The Motley Fool January 6, 2011 Alyce Lomax	Has Starbucks Lost Its Soul? (Again?) Starbucks' strange logo change might be a bad sign.
BusinessWeek August 2, 2004 Diane Brady	Cult Brands The seismic shift in clout from companies to their customers is creating opportunities, especially for younger brands that grew up with the Internet and have become adept at building user communities.
Fast Company August 2002 Fara Warner	Nike's Women's Movement Can a famously high-testosterone company, built on brash ads and male athletic fantasies, finally click with female customers? That's the challenge behind Nike Goddess, whose goal is a once-and-for-all shift in how the company sells to, designs for, and communicates with women.
Reason March 2006 Kerry Howley	Absolution in Your Cup What is revolutionary about Fair Trade is not the brand's focus on poverty but the suggestion that consumption is a moral response to inequality.
Food Processing July 2011 Diane Toops	Food Processors Find Public Growth for Private Label The price differential between branded food and store brands is still there, augmented by higher quality and healthier formulations.
The Motley Fool February 20, 2007 Alyce Lomax	Starbucks' Coffee Conundrum The coffee giant faces muddy challenges over Ethiopian coffee.
The Motley Fool November 16, 2007 Alyce Lomax	Starbucks' Less Caffeinated Growth With sluggish U.S. traffic, and quarterly results that beat, but didn't exceed analysts estimates, Starbucks trims next years guidance, and announces a television ad campaign.
The Motley Fool April 24, 2008 Alyce Lomax	More Grounds for Pessimism at Starbucks The coffee giant may have better days ahead, but the latest news might leave investors jittery.
The Motley Fool August 10, 2006 Ryan Fuhrmann	Kenneth Takes on Ralph How does Kenneth Cole measure up against the competition? Investors, take note.
The Motley Fool December 18, 2008 Alyce Lomax	Best Stock for 2009: Starbucks All the bitter buzz about this stock may give investors a sweet opportunity in 2009.