Tuesday, February 27, 2007

Well it seems that Howard Schulz, founder of Starbucks, made public an email he sent out to CEO Jim Donald and other staff. He warns of making Starbucks no longer special, but just another commodity, just another cup of coffee and an increasingly bad one at that.

So radical a move this was that John Moore, blogger of Brand Autopsy and former Starbucks marketer, doubted the authenticity of the email. He later acknowledged that it was real and apologized to the webmaster that he accused of falling down on the job of maintaining credible content at the site.

Email can be found here:

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