How Starbucks Turns Coffee from Commodity to Splurge: Brand Thinking by Debbie Millman.

debbie millman interviews stanley hainsworth, who has worked with starbucks, nike and gatorade, about the essence of branding, how it works, and what happens when it doesn’t. if you think branding itself is a pretty obvious concept and want to leave it at that, this interview can give you some insight as to why we keep coming back to the core values and stories, and never stop striving to connect you with your clients.