Interesting how such a strong brand can develop a very powerful idea yet fail on most important part of execution....letting consumers know what they were trying to do.
As you may have heard, Starbucks shut down all stores for 3 hours last month to "retrain" barista's to get back their roots (quality and service)....this study shows that while consumers knew about the closing, only half of them knew why.
Right or wrong, this is good food for thought...
http://adage.com/article?article_id=125641
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