in her article about Starbucks diluting its brand by venturing into the fast food market."It's the same old story. A company narrows its focus and becomes a big brand and a big success. Then it gets arrogant, cocky and greedy and decides it can take over the world and be all things to everybody. Wrong.
When will company leaders learn? Starbucks is a strong coffee brand because its brew packs a powerful punch. Dilute the thing with too much water and you'll end up with a lousy brand and a terrible cup of coffee."
What Laura goes on to say, and where I can chime in once again, is that Dunkin Donuts has to focus on the "fast" in order to win. Being that they were just acquired and have started using the new tagline, "America Runs on Dunkin'", I don't think they are really on the right strategy. But we shall see.
Given, I'm not a big fan of Dunkin Donuts to begin with (another discussion entirely), I really do agree with the notion that Dunkin' needs to position itself as the opposite in order to create radical differentiation in the market.
