TV Campaign Is Culture Shift For Starbucks By STEPHANIE KANG, JANET ADAMY and SUZANNE VRANICA The Wall Street Journal November 17, 2007 With more than 10,000 U.S. stores, and products in shops around the globe, Starbucks Corp. has built one of the world's best-known brands. Now, for the first time, it's rolling that brand out on national TV. The decision is a cultural turnabout for the coffee giant, which built itself into a global chain by harnessing word-of-mouth buzz. Starbucks's chairman, Howard Schultz, wrote a decade ago: "[B]y its very nature, national advertising fuels fears about ubiquity." Today, competitors McDonald's Corp. and Dunkin' Donuts, which never had any qualms about hawking their wares on the tube, are stepping up their coffee marketing. And Starbucks, after years of phenomenal success, is struggling to lure customers as the economy softens. The first batch of ads, which aired last night, is timed for the holidays and uses "anim...