Starbucks Follow-Up with Zoran Svetlicic

We're joined by Zoran Svetlicic for this fast follow-up to our previous episode on Starbucks’ struggles. A strategist & builder with deep expertise in brand and food & beverage, Zoran pulls no punches in his diagnosis of Starbucks’ ills. And, along the way, schools us on positioning, brand architecture & natural wine.

INTRO & FOLLOW-UPS – 00:39
Starbucks’ Struggles and Lessons for Product People

MEET ZORAN + CONTEXT SETTING – 04:09
Zoran Svetlicic on LinkedIn
Third-Wave Coffee
NYT Books review of Seeing Like a State

DIAGNOSING STARBUCKS’ STRUGGLES – 11:56
Mark Ritson: Starbucks needs to cut the crap from its brand positioning
Brand Architecture
Nestlé Takes Majority Stake in Blue Bottle (paywall)

STARBUCKS RESERVE STRATEGY – 25:17
What is the Starbucks Reserve brand — and where is it going?
Traditional vs. Occasion-Based Segmentation

HETEROGENEITY AT SCALE: McDONALD’S – 32:45
McD’s passes Starbucks as world’s most valuable restaurant brand
McD’s Just Dropped a Happy Meal Collab Straight Out of the ’90s
Why The French Love American Fast Food
For Some Travelers, McD’s Is a Destination (paywall)

GLOBAL + LOCAL: COCA-COLA – 42:12
Coca-Cola Visual ID: Before & After
We leverage design to create simplicity: David Butler
Share a Coke campaign learnings

LESSONS FROM NATURAL WINE – 55:31

RECOMMENDATIONS – 01:05:16
Raisin
Piquentum Wines & Label
UNSTUCK newsletter
M5Stack Core2
Yowana & Supwell

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CREDITS
Theme: Vendla / Today Is a Good Day / courtesy of www.epidemicsound.com
Drum hit: PREL / Musical Element 85 / courtesy of www.epidemicsound.com