In the article, this is what he said about marketing Starbucks without TV advertising:
...when I first started doing my research about how consumers perceived Starbucks, I was amazed at how few retailers actually paid attention to the in-store experience. Things like cleanliness and ways to be unique among competitors were totally ignored. I realized that we had an opportunity to influence everything that happened once the consumer walked in [to a store]. I thought redesigning the stores, and focusing as much as possible on making Starbucks a unique and pleasant experience, was going to be more effective than a big ad campaign.
So if Jordon's local Starbucks is a pleasant looking place with calming music and decent coffee, that is how it was designed...
(On a personal note, my employer completely transformed the in-house catering a few years back by hiring a top restaurant manager and giving him carte blanche to hire others, as long as the food side was self-supporting. The food is excellent now, and they roast and blend their own coffee beans, making it delicious, and half the price of Starbucks. In fact I think I'll go down and get one now).
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