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Hightower: Starbucks' Bizarre Branding Strategy -- Hide Its Name, Pretend to Be 'Authentic' Local Coffee Shop

Hightower: Starbucks' Bizarre Branding Strategy -- Hide Its Name, Pretend to Be 'Authentic' Local Coffee Shop

Jim Hightower, Creators Syndicate. August 12, 2009.

Starbucks is now striving to be the anti-Starbucks, dressing up as funky neighborhood coffeehouses with a cool vibe.

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