Two years in, the “Back to Starbucks” transformation plan is gaining momentum, with global comparable sales up 7.9% last quarter. Alongside more inviting coffeehouses and more consistent service, marketing has played a key part in delivering that growth.
At Brandweek in Atlanta, Starbucks chief brand officer Tressie Lieberman sat down with ADWEEK chief brand officer and community officer Jenny Rooney to discuss how the Seattle-founded brand has been reclaiming the spirit that made it iconic in the first place.
When she joined in 2024, Lieberman said the brand felt like it had “lost a bit of soul.”
“So it was very simple.
