Starbucks once commanded awesome powers, but when people think of the company now, they picture "ill-considered breakfast sandwiches, falling stock prices, store shutterings and various attempts to boost sagging profits," according to BrandWeek. Why? "Part of the reason Starbucks dipped again in 2008 had to do with the fact that, in some coffee-deprived state-of-mind, it had walked away from a successful brand position and a differentiating recreational experience and toward a door marked 'Lifestyle Brand.'" That is a dangerous door. It's kind of like the entrance to Narnia, except with less magic and more Paul McCartney CDs, and once you go through, you can never come back. [BW]
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