Starbucks CEO Howard Schultz demonstrated marketing genius this week. He took his common drink of choice for millions of Americans and turned it into the news of the day.
The biggest obstacle to generating consistent publicity for any brand is the often aggressive attack of current events that consumes the media. When war in Israel breaks out or a massacre at a shopping mall or school occurs, news channels develop heartfelt collages choreographed to a stirring musical theme to begin and end each commercial break and that item becomes the only news angle of the day, week or even month. Take the fiscal cliff, and see how Starbucks made it their story. (Read more here)