09/29/09 06:21 AM Filed in:
Branding
I love a good cup
of coffee and will glady pay a premium for a rich
bold brew but I am here to tell that the Starbucks
VIA, which is being launched nationally this week,
is not it and does not fit with the brand
positioning of Starbucks. When I think of Starbucks
I think of a bold, burnt coffee taste as well as a
chance to relax, open up my Netbook and surf the
Internet at my local store. What Starbucks has not
learned is that the coffee "experience" is as much
about the brand as the product. Read
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Tags: Failures Starbucks