Starbucks CCO Corey duBrowa learned from communications roles at Nike and Waggener Edstrom that the secret behind changing an iconic logo, sans angry consumers, is storytelling, a gift immediately acknowledged by various former colleagues.
Leading up to the company's 40th anniversary in April, as well as the removal of the Starbucks name from its logo design, duBrowa worked with CEO Howard Schultz on a three-and-a-half-minute Web video to openly discuss Starbucks' business ambitions and the rationale behind the brand and ...