Starbucks provides a great demonstration of how to communicate significant changes.

The home page was replaced with a letter from Howard Schultz, addressed to all customers.

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At the bottom where links to copies of a letter and a voicemail from Howard Schultz to all Starbucks partners (employees), together with a link to a Questions and Answers page dealing with the changes, and to the Investor Relations pages.

This means that the relevant stakeholders was all notified of the change via a letter from the man at the top.

A good example of ‘wearing the brand’: in this case, according to the mission statement, treating employees with respect and dignity while ensuring that customers are enthusiastically satisfied with their service.

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