Last week an e-mail, from Starbucks Coffee chairman Howard Schultz to his senior leadership team, was leaked and posted on the internet. In the note Howard outlines to his senior leadership team key issues leading to “commoditization of the brand.”

Howard’s Concerns

“It’s time to get back to the core and make the changes necessary to evoke the heritage, the tradition, and the passion that we all have for the true Starbucks experience.”

Howard identifies five issues, they are:

1. Loss of Theatre
2. Loss of Coffee Aroma
3. Loss of Store Soul
4. Lack of Merchandise Focus
5. Loss of Identity (Differentiation)

Starbucks Leadership Team +2

John Moore (with Brand Autopsy) and I have over 19 years combined experience as former marketers with Starbucks. The company has provided us with incredible experience and expertise. We are compelled to give something back.

In a series of posts, John and I will offer suggestions to Howard and his team. We will ping-pong between our two sites – Brand Autopsy and Idea Sandbox – offering our opinions, recommendations, and looking for your reactions.

John kicks us off with an introduction on Sunday, March 4th and I offer our first set of solutions one post at at time on Monday morning.